Orientalist, elitist and politically incorrect: Why Air India mascot Maharaja is retiring
After the Amul girl, Air India’s Maharaja is perhaps the most popular and long-lived advertising icons of India. He carried on with his characteristic elan even when the airline struggled under mounting debt and numerous inefficiencies. Now it’s time for him to step down. As the Tata Group embarks on a long-awaited revamp of the airline, the Maharaja will recede to the background, ET has reported. The airline is likely to continue using the Maharajah image for its airport lounges and premium classes but he will retire as the mascot.
