A mascot is a figure a human, animal, or object figure to bring luck or to represent a specific group with a common public identity like schools, teams, units, or brands. It is also for representing any respective team’s nickname.
Air India’s mascot ‘Maharajah’ was created in 1946 by Bobby Kooka and Umesh Rao, an artist from J. Walter Thompson Limited.
Bobby Kooka, the creator of Maharajah said this, “We call him a Maharajah for want of a better description. But his blood isn’t blue. He may look like royalty, but he isn’t royal.”
Maharajah first made its appearance in flight memo pad in the 1940s.
Maharajah was recognized for his pranks, his expression, and puns which promoted services with a unique panache and an unmatched sense of subtle humour.
Maharajah has also won numerous national and international awards for advertising, humour, and originality in publicity. Maharajah changed its Avatar or we can say mascot with every new flight route. In every, its dress code changed but the mustache remained the same as it was its trademark. Also, it was a strategy to set apart from its competitor. It was advertised through commercials on television and also through newspapers and magazines. The mascots were recognized around the world and had captivated the hearts of the Indian public.
Maharajah had a red and yellow ensemble and turban for decades which changed with time. In 2015, the turban man changed into a man with a suit, jeans, and sneakers.
It was a part of popular culture at that time and even was displayed in homes of middle-class families.
Since Tata is taking over Air India, Maharajah might come in a new avatar or can be replaced with another mascot.