Air India’s Maharajah, an iconic portly figure in regal garb and hands folded in namaskar, is being offloaded. Passengers are now being welcomed by a new and younger version of the mascot, sans turban with spiky hair, wearing jeans and sneakers. Even the trademark twirling moustache has been cut down to size.
In his first meeting with aviation ministry heads on June 21, 2014 — less than a month after taking office — Prime Minister Narendra Modi had said that the ‘aam aadmi’ must replace the Maharajah as the mascot of Indian aviation. It came on the back of his emphasis that the ministry is formulating policies to make flying within the reach of the common man and not only limited to the rich.
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