As loss-hit Air India plans to rebrand itself, it may end up with a more business-like avatar of its mascot, the Maharaja — a royal in striped turban and red tunic. Since the government has asked the company to cut flab on all sides, it can no longer afford to retain its pot-bellied, elite mascot. The Maharaja may shed not only some weight, but also its trademark handlebar moustaches and royal turban. Instead, it may appear in a business suit — quite appropriate for an erstwhile fat-cat PSU trying hard to get leaner and meaner.

To align its brand with its greatly reduced circumstances, Air India has invited communication strategy proposals from 12 short-listed advertising agencies. Some of the country’s top names — RK Swamy BBDO, FCB Ulka, Lowe Lintas and Grey — are in the running to make over the 63-year-old Maharaja.

“The mascot’s popularity started declining two years ago when the airline stopped using it as its spokesperson. At that time, many within the organisation questioned the relevance of continuing with Maharaja as the mascot,” says Jitender Bhargav, executive director, corporate communications. The merger of two state-owned carriers, Air India and Indian Airlines, gave another reason for the makeover of the mascot, he says. Earlier, Air India and Indian Airlines had separate communication strategies, each having four-six advertising agencies on its panel.

In presentations made to the airline recently, some of the advertising agencies said that the Maharaja had outlived its utility and should die a natural death. While some agencies did not focus on the makeover of the Maharaja, others recommended a hip, leaner and a more contemporary avatar. “Whether Maharaja is adding value to the brand can only be determined through a dipstick survey or research. But the question the new communication strategy will have to address is: if Maharaja is retained, will it help regain lost revenue share?” says an Air India official.

... contd.