The Maharaja, Air India's iconic mascot, may be retired and shifted to another role as part of the airline's rebranding exercise, according to a news report.

Air India may continue to use Maharaja's image for its airport lounges and premium classes and stop using him as a mascot.

Back in December 2022, it was reported that the London-based design consultancy FutureBrand will undertake the overhauling of Air India's brand strategy.

The airline's rebranding exercise will include a fresh new colour palette with shades of red, white and purple. New logo, livery and tagline will be part of the agency's deliverables.

In June, e4m announced that the airline awarded its creative duties to the Prasoon Joshi-led McCann Worldgroup.

Nipun Aggarwal, Chief Commercial and Transformation Officer, Air India, had said, "We are building Air India as a 'Global Airline with an Indian Heart'. This is a brand that is close to the heart of flyers around the world, and the new Air India will be a manifestation of the aspirations of the global Indian."