This poster created by Walter Grieder promotes travel to Hong Kong. It features the Maharajah, dressed in his iconic red-and-white turban, pulling a rickshaw with smiling Chinese children. The Maharaja campaign was launched in the mid-1940s to set the airline apart from its competitors. Conceived by SK (Bobby) Kooka, Air India's then Commercial Director, and illustrated by Umesh Rao, an artist at J. Walter Thompson in Bombay, the Maharaja quickly became a central figure in the airline's marketing. Over time, he was creatively used to promote new flight routes and highlight Air India's services with humor, charm, and clever puns. This distinctive approach helped Air India stand out, making the Maharaja an iconic and lasting symbol of the airline.