{"id":38924,"date":"2023-07-15T18:26:38","date_gmt":"2023-07-15T12:56:38","guid":{"rendered":"https:\/\/aviationa2z.com\/?p=38924"},"modified":"2023-07-23T12:51:41","modified_gmt":"2023-07-23T07:21:41","slug":"air-india-branding-maharaja-takes-secondary-role","status":"publish","type":"post","link":"https:\/\/aviationa2z.com\/index.php\/2023\/07\/15\/air-india-branding-maharaja-takes-secondary-role\/","title":{"rendered":"Air India New Branding: Maharaja Possibly Takes A Secondary Role"},"content":{"rendered":"\n

DELHI-<\/strong> Tata Air India (AI)<\/a> management has assured that the beloved mascot, Maharaja, will continue to be associated with the airline.<\/p>\n\n\n\n

However, executives now reveal that the iconic character will likely assume a different role as part of the airline’s rebranding efforts.<\/p>\n\n\n\n

\"Tata
Photo: Siddh Dhuri\/ Mumbaiplanes, Follow him on Instagram<\/a><\/figcaption><\/figure>\n\n\n\n

Air India and Iconic Maharaja<\/h2>\n\n\n\n

Under the leadership of the Tata Group, Air India’s new management has finalized a comprehensive branding plan. Further, it is expected to be officially announced next month and implemented by the end of 2023.<\/p>\n\n\n\n

The rebranding strategy includes introducing a new logo, a livery, and a fresh tagline. While specific details have not been disclosed, two knowledgeable executives shared this information on the condition of anonymity.<\/p>\n\n\n\n

The current logo of Air India, in use since 2014, features a red swan adorned with the orange Konark Chakra image. Subsequently, this emblem is prominently displayed on the airline’s aircraft tail.<\/p>\n\n\n\n

Despite initial assurances that the Maharaja would remain an integral part of Air India, the executives now indicate that the mascot’s role will undergo changes. <\/p>\n\n\n\n

The Tata Group enlisted the expertise of McCann Worldgroup India<\/a>, led by Prasoon Joshi, to enhance the airline’s branding.<\/p>\n\n\n\n

Designed in 1946 by Umesh Rao, an artist from an advertising agency, in collaboration with Bobby Kooka, then commercial director of Air India, the 76-year-old Maharaja quickly became the brand icon of the airline. <\/p>\n\n\n\n

The Maharaja has long been synonymous with Air India’s identity.<\/p>\n\n\n\n

\"Tata
Photo: Copyright of AP, Via Financial Times<\/figcaption><\/figure>\n\n\n\n

New Branding<\/h2>\n\n\n\n

However, the airline’s new management aims to dissociate the Maharaja from its modern-era branding. Further citing a mismatch with the current times. <\/p>\n\n\n\n

One executive explained that the Maharaja symbolized luxury and royalty when air travel was less common and accessible to the average person. <\/p>\n\n\n\n

Therefore, while the airline initially considered removing the mascot entirely, it has instead opted to retain the Maharaja in a different capacity.<\/p>\n\n\n\n

Marketing experts suggest that Air India could leverage the familiarity of the Maharaja mascot to its advantage. <\/p>\n\n\n\n

Piyush Pandey, a brand consultant and executive chairman at Ogilvy India, commented on it. He stated if the airline is contemplating such changes, it indicates potential plans for utilizing the Maharaja in a strategic manner.<\/p>\n\n\n\n

When asked about the timeline for implementing these changes, a second executive stated that the airline aims to complete the rebranding process by the end of the year.<\/p>\n\n\n\n

Air India is also preparing to receive its first Airbus<\/a> A350 aircraft. This will feature a premium economy cabin in the coming months. The airline expects to add 40 new aircraft to its fleet, including the Boeing<\/a> 737 MAX, by the end of 2023.<\/p>\n\n\n\n

Feature Image: Harsh Tekriwal (@avgeekwithlens) \u2022 Instagram photos and videos<\/a><\/p>\n\n\n\n

Stay tuned with us. Further, follow us on social media for the latest updates.<\/p>\n\n\n\n

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Tatas’ Strategic Endeavor to Revitalize Air India’s Performance<\/a><\/blockquote>