Only a suave, swashbuckling aviator like JRD Tata, also chairman of Tata Airlines, could have approved the ad-man Bobby Kooka's brilliant tongue-in-cheek advertising icons and seen it through to print. And we are grateful for that, as Air India's Maharaja might be stepping back from its role as the mascot and assuming a new position
Reports suggest that Maharaja's reign as Air India's iconic mascot could face an uncertain future as the airline undergoes a makeover under its new owner, the Tata Group. As a part of this rebranding exercise, the mascot, which has been associated with the airline since 1946, might be stepping back from its role as the mascot and assuming a new position.
Founded in 1932 by businessman and aviation pioneer JRD Tata, Air India grew into the flagship international airline of India by 1948—just a year after India's independence. Conceived in 1946 by Air India's Commercial Director Bobby Kooka, the airline's art director and publicity chief Jal Cowasji, and illustrated by Umesh Rao, an artist at the Bombay-based ad agency J Walter Thompson, the Maharaja was initially designed for an inflight memo pad. The airline's potbellied, beloved mascot became an instantly recognisable non-western global icon with his curling and oversized moustache that offset a striped turban, and a closed-eye serene expression evoked a placid lake.