Air-India/There is an Air About Air-India
Designer
S. N. Surti
Date1965
Dimensions40 x 25 3/4 in. (101.6 x 65.4 cm)
ClassificationsPoster
Credit LinePoster House Permanent Collection
Object numberPH.9677
DescriptionDespite accusations that he presented a false and retrograde image of India, the choice of the Maharaja as Air-India’s mascot accomplished two things: it created a distinctively Indian (albeit dated) characterization of the company, and it associated the airline with a sense of traditional luxury. These themes were underscored by such slogans as “Air-India...Truly Indian” and “Fly like a Maharaja.” After Indian rulers had been ousted by the new democratic government, many went into the tourism business, remodeling their crumbling havelis (palaces) into hotels that catered to the European taste for the “exotic.” Thus, many former maharajas essentially became hotel managers, making the title synonymous with both luxury and hospitality—much like Air-India’s Maharaja mascot. While the Maharaja is depicted here in a dignified and regal pose as he is waited on by beautiful women, he is effectively a stand-in for the Air-India passengers who might expect to be “treated like a Maharaja.”On View
Not on view
