From Maharaja to aam aadmi?

In June 2014, Modi had said that the 68-year old icon of Air India, the portly Maharaja, with his royal dress and twirling moustache, should make way for a much younger, yuppy, today’s kind of makeover. He wanted the Maharaja to become an aam aadmi and his words have been taken seriously – the iconic Maharaja has become a relic of the past, making way to a new, younger, leaner version, with spiky hair, jeans and sneaker clad, with no turban but with a twirled, albeit shorter moustache. This new version of the Maharaja is keeping in tune with the changing times, showing a modern, sporty and much dynamic kind of a mascot. There will be 27 different versions, aligning with the destinations where the national carrier will take flight.

Well, this rebranding of Air India is a good move but the big question is – will such cosmetic chnagies help? Its like naming a road; how does it matter what the name of the road is when it is full of potholes, making it unpliable? And many rue over this change as they feel it was this iconic Maharaja which is today established as quintessentially Indian; doing away with a such strong brand, many feel is diluting whatever little name Air India has.

If changing the mascot is symbolic of a change in the entire set up so that the national carrier will have a pride of place in the aviation sector then that would be a welcome step. If there is no chance for its being brought to life then it must be liquidated rather than wasting money which can be used elsewhere. And giving it an aam aadmi image? Make it affordable first; only then can it be called a common man’s airline.