Air India, India’s flagship airline, is set to rejuvenate its brand identity by revamping its most renowned and beloved mascot, the Maharajah. The airline has recently announced the assignment of this monumental task to McCann Worldgroup, the globally recognized advertising agency. The decision was taken after a rigorous multi-agency pitch, indicating the significance of this brand makeover.
In 1932, the Tata conglomerate, under the guidance of JRD Tata, had initially launched the airline. It was nationalized in 1953 and, in a twist of fate, has been reclaimed by the Tata group with a Rs 18,000-crore bid in October 2021. This event marked the inception of a five-year transformative plan, with the brand revamp being an integral part of it.
The Maharajah was born in 1946, thanks to Bobby Kooka, who served as Air India’s commercial director. Over the years, like the Amul girl or Asian Paints’ Gattu, this mascot became a familiar and cherished symbol across the country. However, due to financial troubles and subsequent acquisition by the Tata group, the mascot’s visibility dwindled in recent years. Air India stopped using the Maharajah logo in its campaigns, but it was never completely abandoned.
The partnership with McCann Worldgroup signifies a new dawn for this airline. McCann and Air India have committed to crafting a new brand platform and an exhaustive array of multi-channel marketing communication strategies. Their vision is to build “Air India as a Global Airline with an Indian Heart,” transforming it into one of the most admired and trusted brands, not only in India but also overseas.
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Prasoon Joshi, CEO & CCO at McCann Worldgroup India and Chairman, Asia Pacific, expressed his enthusiasm for the venture. He views Air India as an inspiring brand and is thrilled to assist them in charting a fresh course. His excitement is echoed by Nipun Aggarwal, chief commercial and transformation officer at Air India, who foresees a promising future for the airline with McCann Worldgroup as their partner.
This brand makeover will not merely be a cosmetic change. It will encapsulate the aspirations of the global Indian, thereby holding a special place in the hearts of passengers worldwide. With such a transformative vision and an experienced partner like McCann Worldgroup, Air India is poised to rise like a phoenix from its challenges and soar towards new heights.
This news article is based on information gathered from the financialexpress website.
