Air India Maharajah

Dimensions: 22cm high, 17cm deep, 7cm wide.
Code: TRAVEL 0721

This wonderful statue of the Air India mascot riding an elephant would have been used in travel agents across the world to promote the national carrier. The maharaja sits atop a howdah on the elephant with an umbrella for shade that has the company name painted across it. The decorated elephant has its trunk raised in greeting. Made from plaster of paris, hand painted and from the 1960s. In good condition, with just a few tassels missing from the umbrella, and one from the side of the elephant, this is a delightful piece.

Air India began flying international routes in the mid 1940’s and as part of the marketing campaign the jovial Maharajah first made his appearance. At the time, India was known as the “Land of the Maharajas and SK (Bobby) Kooka, the Commercial Director, wanted to create a human face for the brand representing India both with charm and with dignity. Kooka and artist Umesh Rao, gave him a distinctive personality, luxuriant moustache, aquiline nose and a quintessentially Indian turban. The Maharaja travelled the world and always had a story to tell for each city he visited — whether it was rescuing a mermaid in Sydney or doing the Can Can with the cabaret dancers at Moulin Rouge.

The Maharajah mascot became the vehicle to take Air India's sales and promotional messages to millions of travellers across the world. The Maharajah was funny, irreverent, up to antics, and always full of India, his proud homeland. He became a friend to every traveller on India’s national airline and went on to become an iconic and collectible brand mascot, particularly after they stopped producing them in the late 70s, early 80s.