Why was a Maharaja chosen as the mascot of Air India?
Starting from the iconic Amul Girl to the famous Pillsbury doughboy, mascots have always transformed faceless corporates an affable identity. Maharaja, the classic mascot of Air India has given India’s oldest airline a human touch since its inception. If you have ever come across an Air India brochure or poster, then you must have seen a charming and rotund man with a black, oversized moustache, aquiline nose and a striped Indian turban, standing with his hands folded. That’s Maharaja for you. Let us find out more about this popular mascot.
The inception of Maharaja
It was in 1946 that the much-loved mascot made its appearance on an in-flight memo pad in a regal red garb with yellow collar. Conceived by Sorab Kaikushroo Kooka aka Bobby Kooka, the then Commercial Director of Air India, the potbellied and jovial Maharaja that we see today was illustrated by Umesh Rao, an artist with J.Walter Thompson, an advertising agency in Mumbai. Interestingly, Maharaja’s famous moustache was inspired by Syed Wajid Ali, an industrialist from Pakistan. But what led to the choice of Maharaja as a theme while conceptualising this mascot? Well, back then, India was perceived as the Land of Maharajas and Air India was our country’s only international flight, flying to destinations such as Cairo, Prague, Damascus, Zurich and Istanbul. So, Kooka wanted a figure that symbolises graciousness and elegant living. This is what Maharaja, as a mascot, has conveyed to the world as the spirit of India. Interestingly, the look of this mascot wasn’t meant to be royal as one of Kooka’s interviews would have us believe. During one such interview, he stated that the moniker Maharaja was given for lack of a better description. The Maharaja has never been of aristocratic lineage though.
The journey of Maharaja all over the world
Soon after being launched, the charming and potbellied Maharaja was all over the world becoming the star of a series of promotions launched by Air India. He has been depicted in quirky, witty and fun avatars in colourful posters all across the globe: Lover boy in Paris, a sumo wrestler in Tokyo, a musician in Rome, a street artist in Paris, a trekker in Switzerland and a husband at home. In 2015, Maharaja got a makeover. He was seen in jeans, jacket, tie and office suit and without the signature turban of course!
Famous mascots from around the world
Creating mascots has been a popular marketing strategy among brands all over the world. Here’s a sneak peek at some of them, who have reigned the hearts of millions through years.
ZooZoo: These funny animated characters with ballooned bodies and egg heads are among the most popular mascots that we have ever come across. They were created by telecommunications service provider Vodafone India to promote their value-added service.
Pillsbury Doughboy: This is the advertising mascot of Pillsbury Company, a US-based company producing grains, dough food products and other food items. The mascot was earlier known as Poppin' Fresh. Pillsbury was bought over by General Mills in 2001.
Duracell Bunny: This is a human-like pink rabbit powered by batteries. This mascot of the Duracell Battery Products made its TV debut in 1973.