Air India likely to replace iconic 'Maharajah' mascot, says report

Air India is likely to replace the 'Maharajah' mascot as the airline undergoes a revamp, according to a report by the Economic Times. The report also suggested that the Maharajah image may continue to be used at the airline's airport lounges and premium classes.

The airline has had a variety of logos over the ages including a centaur, the rising sun and a flying swan through the decades, the Maharajah was introduced a year before India's independence in 1946.

The Revamp The airline is slated to get new livery featuring red, white and purple color. Red and white are Air India’s colours. It is likely that the purple denotes the color of Vistara airlines, post the airline's merger with Air India.

The report mentioned that the Airbus A350 planes will be the first ones to sport the new look after their induction in November this year. Design consultancy firm FutureBrand has been hired to revamp Air India’s branding strategy.

Air India's Ad Campaign
The new branding is likely to be unveiled in August, Economic Times reported citing people familiar with the matter. Adman Prasoon Joshi-led McCann Worldgroup has been appointed for the advertising and marketing campaign.