According to reports, the Maharaja, Air India’s well-known mascot, is likely to be sidelined in the new branding strategy decided upon by the Tata Group’s new management. Notably, the popular mascot’s rebranding is probably going to be revealed next month.
According to reports, the new branding strategy will probably be put into effect by the end of 2023. Executives from the Tata Group told the media outlet that the rebranding includes a new logo, livery, and motto.
According to the executives, Air India no longer wants to connect the Maharaja with the modern era. The Maharaja will remain a part of the airline, according to the current management of Air India, which took over after the government sold it last year. However, the executives now believe the mascot most likely won’t play the same role. To enhance the airline’s branding, the Tata Group recruited McCann Worldgroup India, which is led by Prasoon Joshi.
In his late seventies, Maharaja, the beloved mascot of Air India, is facing retirement or possibly a potential rebirth. The brand image was developed in 1946 by Umesh Rao, an artist with the marketing firm J. Walter Thompson, and Bobby Kooka, Air India’s Commercial Director.