The long reign of Air India’s Maharajah mascot may soon end as the airline is set to undergo several changes. Tata Group had taken over the airline in January last year after the government decided to privatise the national carrier.
According to an Economic Times report, the group will soon begin the exercise to revamp Air India’s brand. As part of the plan, the role of Maharajah mascot will change. While it will not be used as mascot, the report stated that Maharajah image will continue to be used for airport lounges and premium classes. The iconic image has been associated with the airline since 1946 when it was created by airline’s then commercial director Bobby Kooka.
Not only the mascot, as per the report, the livery of the airline will also see some new colours to reflect its merger with Tata Group’s Vistara airline which is expected to be completed by March next year. The colours will include the existing red and white, with purple being introduced to the airline soon.
The report stated that the new colours could be seen in the aircraft Air India is planning to induct in November this year. The branding strategy is being drafted by a London-based firm FutureBrand and the new plan could be unveiled next month.
The Tata Group is looking to refurbish the image of the airline with several new changes in the pipeline. Introduction of new seats, retirement of old aircraft and refurbishment of cabins are some of the things the group is planning for Air India.
