Air India bids farewell to iconic Maharajah mascot, airline to embrace fresh brand identity

Air India's iconic Maharajah mascot may soon be taking a backseast, as Tata Group initiates a long-awaited brand revamp. The national carrier came under Tata's ownership last year after privatization.

Although the Maharajah image might still grace airport lounges and premium classes, it will no longer serve as the airline's mascot. The Maharajah has been synonymous with Air India since 1946, while the carrier's logos have seen various designs over the decades, including the centaur, rising sun, and flying swan.

As part of the rebranding exercise, Air India will sport a new livery, featuring the colours red, white, and purple. Red and white have long been associated with Air India, while the purple hue will be derived from Vistara's livery, which has garnered substantial goodwill in its eight-year existence.

As a part of Tata Group's airline consolidation, Vistara will merge into Air India, possibly by March 2024. The new colours will debut on the Airbus A350 aircraft, which Air India plans to introduce in November.

To craft the new branding strategy, Air India has enlisted the expertise of London-based brand and design consultancy firm FutureBrand, known for its work with American Airlines, Bentley, and the 2012 London Olympics.

The goal is to transform Air India's identity to compete with elite carriers like Emirates and Qatar Airways. The new branding will be revealed in August, accompanied by an extensive print and electronic media campaign spearheaded by Prasoon Joshi-led McCann Worldgroup.

The decision to part ways with the Maharajah stems from the desire to project a more contemporary image that resonates with business travellers and corporate executives.

The character, though successful in the past, no longer aligns with the target customer base and has faced several misinterpretations and adaptations. Additionally, most modern global airlines have moved away from using mascots.

Under Tata Group's ownership, Air India has been working consistently to enhance its image among passengers. The airline is in the process of refurbishing its cabins, introducing new seats, and retiring older aircraft throughout the next year.

With the new branding strategy and Vistara's integration, Air India aims to position itself as the carrier of choice for travellers flying to and from India, taking on the competition from elite airlines worldwide.

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