1960 ' S Vintage Travel Poster AIR INDIA BAHRAIN Maharajah Mascot U. Rao
Item History & Price
| Reference Number: Avaluer:27412717 | Size: Medium (up to 36in.) |
| Subject: Travel | Style: Vintage |
| Originality: Original | Date of Creation: 1950-1969 |
| Height (Inches): 39.25 | Width (Inches): 25 |
ORIGINAL Vintage Poster from the 1960's. This poster features an image of Air India's iconic mascot smoking a hookah (water pipe) with an Arab sheik.
Air India's mascot is the Maharajah (high king). It was created by Bobby Kooka, the then-commercial director of Air India, and Umesh Rao, an artist with J. Walter Thompson Limited in 1946. Kooka stated that, "We call him a Maharajah for want of a better description. But his blood isn't blue. He may look like royal...ty, but he isn't royal". Air India adopted the Maharajah as its mascot in 1946. It was used in promoting it although initially designed only for the airline's memo-pads. The Maharajah was given a makeover in 2015 and the brand is represented by a younger version. “We can call him the Maharajah for want of a better description. But his blood isn’t blue. He may look like royalty, but he isn’t royal. He is capable of entertaining the Queen of England and splitting a beer with her butler. He is a man of many parts: lover boy, sumo wrestler, pavement artist, vendor of naughty post cards, Capuchin monk, Arab merchant…”These are the words of Bobby Kooka, the man who conceived Air India’s Maharajah nearly 72 years ago. One of India’s most recognisable and loved mascots, this portly figure in regal garb has held a special place in the hearts of its citizens for years. A part of Air India’s campaign to distinguish itself from its peers, the jovial and rotund Maharajah first made his appearance on an in-flight memo pad in the mid-1940s. He was conceived by SK (Bobby) Kooka, who was then a Commercial Director with Air India and sketched by Umesh Rao, an artist at J Walter Thompson in Bombay. Here’s the fascinating story of Air India’s iconic Maharajah. A part of Air India’s campaign to distinguish itself from its peers, the jovial and rotund Maharajah first made his appearance on an in-flight memo pad in the mid-1940s. He was conceived by SK (Bobby) Kooka, who was then a Commercial Director with Air InBack then, India was known as the “Land of the Maharajas” and Air India was its only international carrier, flying to destinations such as Cairo, Prague, Damascus, Zurich and Istanbul. So Kooka wanted to create an illustration for Air India’s letterhead that would symbolise graciousness and elegant living. It was somewhat along these lines that his creators, Kooka and Rao, gave him a distinctive personality, luxuriant moustache, aquiline nose and the quintessentially Indian turban. Eventually, the regal figure became Air-India’s mascot for its advertising and sales promotion activities. For the next few years, the Maharajah was ingeniously used by India’s national airline to introduce new flight routes. His funny antics and quirky puns also allowed Air India to promote its services with subtle humour and unmatched panache.For instance, one of the posters from Air India’s “retro collection” shows the Maharajah as a Russian Kalinka dancer to advertise its flight to Moscow. Another one shows him on a speedboat surfing in Australia with the boat replaced by two mermaids. Yet another one shows him being carried as a prey, hands and feet tied, by two lions in the jungles of Nairobi. It was somewhat along these lines that his creators, Kooka and Rao, gave him a distinctive personality, luxuriant moustache, aquiline nose and the quintessentially Indian turban. Eventually, the regal figure became Air-India’s mascot for its advertising and sales promotion activities.For the next few years, the Maharajah was ingeniously used by India’s national airline to introduce new flight routes. His funny antics and quirky puns also allowed Air India to promote its services with subtle humour and unmatched panache.For instance, one of the posters from Air India’s “retro collection” shows the Maharajah as a Russian Kalinka dancer to advertise its flight to Moscow. Another one shows him on a speedboat surfing in Australia with the boat replaced by two mermaids. Yet another one shows him being carried as a prey, hands and feet tied, by two lions in the jungles of Nairobi.As such, the Maharajah came dressed in various garbs, but his trademark twirly moustache and his roly-poly stature remained — until 2017 when he lost of a bit of his flab and traded his traditional attire for blue jeans, trainers and a low-slung satchel to align himself with the modern times.Unsurprisingly, the Maharajah has won numerous national and international awards for Air India for originality in advertising and publicity.Interestingly, at one point in time, the mascot’s regal connotations triggered a controversy with politicians expressing doubts about using such a symbol to represent a nation with socialist aspirations. As a result, Air India did away with the Maharajah in 1989. But there was such a hue and cry from various quarters that the popular mascot had to be brought back.In fact, during these years, Maharajah stickers and dolls were common in most middle-class Indian homes, even those where air travel was considered a luxury!So like all great men, the Maharajah has had his critics. But the millions of travellers who love him far outnumber them. For many of them, the inimitable mascot is a real person, almost like a friend who reaches out with warmth and hospitality, even to the farthest corners of the world.As Rahul Da Cunha, the ad man behind the equally iconic Amul India campaign, once said, “The Amul girl and the Air India Maharaja are the most brilliant characters ever created. The Maharaja encapsulates everything Air India should be: Indian luxury, hospitality, services and above all, royalty. It is royalty combined with humility. What can be a more iconic symbol for an Indian carrier?”
Condition and dimensions:
Pin holes and small paper loss in corners, a few edge tears, none affecting the artwork, multiple fold creases. Colors are vibrant and rich. Size: 25" x 39.25"
Important Shipping Information:The poster will be rolled and wrapped in Kraft paper, placed in a solid shipping tube in order to prevent damage during shipment. Security Seal tape will be used on end caps of the tube to prevent tampering.
INTERNATIONAL BUYERS, PLEASE NOTE:READ THIS IMPORTANT DISCLAIMER AND MAKE YOUR SELECTION REGARDING THE SHIPPING METHOD THAT YOU PREFER WHEN FINALIZING YOUR PURCHASE!!
We offer TWO shipping methods to international buyers: USPS First Class Mail International and USPS Priority Mail International. Both methods provide tracking information and insurance coverage, but ? as per US postal regulations- ONLY USPS Priority Mail International allows for insurance coverage in excess of $400!
By purchasing an item the international buyer agrees to and accepts the following:
1. By selecting shipping via USPS First Class Mail International:- If item purchase price is more than $400, the international buyer will only be eligible for a maximum refund of $400!!Shipping time is generally 3-8 weeks, depending on final destination. 2. By selecting shipping via USPS Priority Mail International: - The international buyer will receive a refund for the full cost of the item purchased. Shipping time is generally 1-3 weeks, depending on final destination. PLEASE NOTE THIS IMPORTANT INFORMATION REGARDING CUSTOMS/TAXES/FEESThe recipient is the importer of record and must comply with all laws and regulations of the destination country. Orders shipped outside of the United States may be subject to import taxes, customs duties, and fees levied by the destination country. The recipient of an international shipment may be subject to such import taxes, customs duties, and fees, which are levied once a shipment reaches the recipient's country. Additional charges for customs clearance must be borne by the recipient; we have no control over these charges and cannot predict what they may be. Customs policies vary widely from country to country. Please contact your local customs office for further information. In case customs clearance procedures are required, this may cause delays beyond our original delivery estimates.Please understand that any customs duties, taxes, and fees levied, or any delays in delivery time are beyond our control.
PLEASE CHECK ALL MY AUCTIONS AS I AM SELLING A LARGE COLLECTION OF VINTAGE POSTERS AND WILL LIST NEW ITEMS REGULARLY!Satisfaction guaranteed; please note my 100% positive feedback.Thank you and Greetings of Aloha from Maui! FM 7416
Air India's mascot is the Maharajah (high king). It was created by Bobby Kooka, the then-commercial director of Air India, and Umesh Rao, an artist with J. Walter Thompson Limited in 1946. Kooka stated that, "We call him a Maharajah for want of a better description. But his blood isn't blue. He may look like royal...ty, but he isn't royal". Air India adopted the Maharajah as its mascot in 1946. It was used in promoting it although initially designed only for the airline's memo-pads. The Maharajah was given a makeover in 2015 and the brand is represented by a younger version. “We can call him the Maharajah for want of a better description. But his blood isn’t blue. He may look like royalty, but he isn’t royal. He is capable of entertaining the Queen of England and splitting a beer with her butler. He is a man of many parts: lover boy, sumo wrestler, pavement artist, vendor of naughty post cards, Capuchin monk, Arab merchant…”These are the words of Bobby Kooka, the man who conceived Air India’s Maharajah nearly 72 years ago. One of India’s most recognisable and loved mascots, this portly figure in regal garb has held a special place in the hearts of its citizens for years. A part of Air India’s campaign to distinguish itself from its peers, the jovial and rotund Maharajah first made his appearance on an in-flight memo pad in the mid-1940s. He was conceived by SK (Bobby) Kooka, who was then a Commercial Director with Air India and sketched by Umesh Rao, an artist at J Walter Thompson in Bombay. Here’s the fascinating story of Air India’s iconic Maharajah. A part of Air India’s campaign to distinguish itself from its peers, the jovial and rotund Maharajah first made his appearance on an in-flight memo pad in the mid-1940s. He was conceived by SK (Bobby) Kooka, who was then a Commercial Director with Air InBack then, India was known as the “Land of the Maharajas” and Air India was its only international carrier, flying to destinations such as Cairo, Prague, Damascus, Zurich and Istanbul. So Kooka wanted to create an illustration for Air India’s letterhead that would symbolise graciousness and elegant living. It was somewhat along these lines that his creators, Kooka and Rao, gave him a distinctive personality, luxuriant moustache, aquiline nose and the quintessentially Indian turban. Eventually, the regal figure became Air-India’s mascot for its advertising and sales promotion activities. For the next few years, the Maharajah was ingeniously used by India’s national airline to introduce new flight routes. His funny antics and quirky puns also allowed Air India to promote its services with subtle humour and unmatched panache.For instance, one of the posters from Air India’s “retro collection” shows the Maharajah as a Russian Kalinka dancer to advertise its flight to Moscow. Another one shows him on a speedboat surfing in Australia with the boat replaced by two mermaids. Yet another one shows him being carried as a prey, hands and feet tied, by two lions in the jungles of Nairobi. It was somewhat along these lines that his creators, Kooka and Rao, gave him a distinctive personality, luxuriant moustache, aquiline nose and the quintessentially Indian turban. Eventually, the regal figure became Air-India’s mascot for its advertising and sales promotion activities.For the next few years, the Maharajah was ingeniously used by India’s national airline to introduce new flight routes. His funny antics and quirky puns also allowed Air India to promote its services with subtle humour and unmatched panache.For instance, one of the posters from Air India’s “retro collection” shows the Maharajah as a Russian Kalinka dancer to advertise its flight to Moscow. Another one shows him on a speedboat surfing in Australia with the boat replaced by two mermaids. Yet another one shows him being carried as a prey, hands and feet tied, by two lions in the jungles of Nairobi.As such, the Maharajah came dressed in various garbs, but his trademark twirly moustache and his roly-poly stature remained — until 2017 when he lost of a bit of his flab and traded his traditional attire for blue jeans, trainers and a low-slung satchel to align himself with the modern times.Unsurprisingly, the Maharajah has won numerous national and international awards for Air India for originality in advertising and publicity.Interestingly, at one point in time, the mascot’s regal connotations triggered a controversy with politicians expressing doubts about using such a symbol to represent a nation with socialist aspirations. As a result, Air India did away with the Maharajah in 1989. But there was such a hue and cry from various quarters that the popular mascot had to be brought back.In fact, during these years, Maharajah stickers and dolls were common in most middle-class Indian homes, even those where air travel was considered a luxury!So like all great men, the Maharajah has had his critics. But the millions of travellers who love him far outnumber them. For many of them, the inimitable mascot is a real person, almost like a friend who reaches out with warmth and hospitality, even to the farthest corners of the world.As Rahul Da Cunha, the ad man behind the equally iconic Amul India campaign, once said, “The Amul girl and the Air India Maharaja are the most brilliant characters ever created. The Maharaja encapsulates everything Air India should be: Indian luxury, hospitality, services and above all, royalty. It is royalty combined with humility. What can be a more iconic symbol for an Indian carrier?”
Condition and dimensions:
Pin holes and small paper loss in corners, a few edge tears, none affecting the artwork, multiple fold creases. Colors are vibrant and rich. Size: 25" x 39.25"
Important Shipping Information:The poster will be rolled and wrapped in Kraft paper, placed in a solid shipping tube in order to prevent damage during shipment. Security Seal tape will be used on end caps of the tube to prevent tampering.
INTERNATIONAL BUYERS, PLEASE NOTE:READ THIS IMPORTANT DISCLAIMER AND MAKE YOUR SELECTION REGARDING THE SHIPPING METHOD THAT YOU PREFER WHEN FINALIZING YOUR PURCHASE!!
We offer TWO shipping methods to international buyers: USPS First Class Mail International and USPS Priority Mail International. Both methods provide tracking information and insurance coverage, but ? as per US postal regulations- ONLY USPS Priority Mail International allows for insurance coverage in excess of $400!
By purchasing an item the international buyer agrees to and accepts the following:
1. By selecting shipping via USPS First Class Mail International:- If item purchase price is more than $400, the international buyer will only be eligible for a maximum refund of $400!!Shipping time is generally 3-8 weeks, depending on final destination. 2. By selecting shipping via USPS Priority Mail International: - The international buyer will receive a refund for the full cost of the item purchased. Shipping time is generally 1-3 weeks, depending on final destination. PLEASE NOTE THIS IMPORTANT INFORMATION REGARDING CUSTOMS/TAXES/FEESThe recipient is the importer of record and must comply with all laws and regulations of the destination country. Orders shipped outside of the United States may be subject to import taxes, customs duties, and fees levied by the destination country. The recipient of an international shipment may be subject to such import taxes, customs duties, and fees, which are levied once a shipment reaches the recipient's country. Additional charges for customs clearance must be borne by the recipient; we have no control over these charges and cannot predict what they may be. Customs policies vary widely from country to country. Please contact your local customs office for further information. In case customs clearance procedures are required, this may cause delays beyond our original delivery estimates.Please understand that any customs duties, taxes, and fees levied, or any delays in delivery time are beyond our control.
PLEASE CHECK ALL MY AUCTIONS AS I AM SELLING A LARGE COLLECTION OF VINTAGE POSTERS AND WILL LIST NEW ITEMS REGULARLY!Satisfaction guaranteed; please note my 100% positive feedback.Thank you and Greetings of Aloha from Maui! FM 7416
