This Air India travel poster created by S.N. Surti, features the iconic Maharaja riding a majestic elephant, embodying the luxury and grandeur of the airline. The vibrant elephant symbolizes India's rich culture, surrounded by a festive procession of people in traditional attire. The poster emphasizes the unique experience awaiting travelers with Air India.
As part of Air India’s campaign to stand out from its competitors, the jovial and rotund Maharaja first appeared on an in-flight memo pad in the mid-1940s. Conceived by SK (Bobby) Kooka, then Air India's Commercial Director, and sketched by Umesh Rao, an artist at J. Walter Thompson in Bombay, the Maharaja quickly became a symbol of the airline. Over the years, he was cleverly used to introduce new flight routes, while his humorous antics and witty puns allowed Air India to promote its services with subtle humor and unmatched style.