Air India’s old advertising history is famous for its witty, culturally rich
campaigns centered around the iconic Maharaja mascot, created in 1946, who
appeared as a humorous, globally-savvy figure in print ads, showcasing
Indian hospitality and global reach from the 1950s through the 70s, often
with art commissioned from international artists like Salvador Dalí, contrast-
ing sharply with competitors and making Air India a sophisticated yet
playful national carrier.
Key Eras & Features:
Early Days (1940s-1950s): Started with print and radio,
emphasizing speed, modernity, and connecting India globally
(e.g., “Still fastest by AIR-INDIA International”).
The Maharaja Era (1950s-1970s):
MMaassccoott:: Bobby Kooka and Umesh Rao created the
Maharaja, a portly, turbaned figure symbolizing luxury,
hospitality, and mischief, appearing in various roles
(monk, lover, snake charmer).
Artistic Flair: Commissioned famous artists (like Dalí for ashtrays) and
created vibrant posters, treating destinations like Bangkok, Hong Kong, and
Rome with cultural flair.
TTaagglliinneess: “There’s an Air about India,” “Still fastest,” and witty copy high-
lighted service and panache.
Unique Touches: Provided memorable souvenirs like turquoise briefcases and
Dalí-designed ashtrays, embedding the brand in passenger experience.