Air-India, Indian merger may end reign of maharaja mascot

The portly maharaja, with his striped turban, big moustache, traditional churidar kurta (narrow pants and long tunic) and pointy shoes, was created in 1946 by Air-India's then commercial director Bobby Kooka and Umesh Rao of ad agency JWT.

"We call him a maharaja for want of a better description. But his blood isn't blue. He may look like royalty, but he isn't royal," wrote Kooka of their creation.

What began as a design for an inflight memo pad quickly came to symbolise graciousness and luxury, suggested by the maharaja's fancy attire, his closed eyes and genial, contented demeanour.

The maharaja has since made countless appearances, taking on numerous avatars - from a sumo wrestler to a Spanish matador to an oil tycoon - to announce new destinations and offers.

But many believe he has outlived his usefulness.

"He's lost some of his relevance," said D. Ramakrishna, a former executive creative director at JWT.

"There are good reasons to give him up, as there's only a nostalgic connection with him now."

Air-India said no decision would be taken until after its merger with state-owned domestic carrier Indian, approved by the cabinet last week.

The two airlines, which once enjoyed a monopoly, have steadily lost market share to newer private players and have been criticized for their ageing fleets and bloated workforce.

Air-India was founded as a private domestic carrier in 1932 by the Tata group and named Tata Airlines. It was once called "little jewel" because of its impeccable service.

In 1946, the airline became a public company and was named Air-India, with the Indian government taking 49 percent with an option to buy another two percent.

It is now fully owned by the state.

With the merger, the civil aviation minister plans to take on international and more nimble-footed domestic carriers with a fleet of spanking new aircraft.

Indian, formerly known as Indian Airlines, last year ordered 43 new Airbus aircraft, while Air-India signed up for 68 Boeing planes.

The merger of the carriers, which has sparked protests from workers' unions, is expected to be completed by March 31.

But few will mourn the passing of the maharaja.

"He was once a spokesman, and had a witty and original voice and was associated with hospitality and old-age charm," said Kiran Khalap, a partner in creative firm Chlorophyll.

"Now he may be recognized, but does he mean something?"

Singapore Airlines' iconic Singapore Girl, who has been around for 35 years, may be about to get a more contemporary look, and the maharaja may benefit from a face-lift.

"It would be a challenge to create a wholly new association, so a more contemporary maharaja could work, and will generate attention in the mascot and the airline," Ramakrishna said.