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Air India – Changing with the Times

15/12/2018

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Over time we become increasingly aware about aspects of our behaviour that adversely affect our health and the eco-system around us. Even in the early history of Air India, this is very evident. The airline prided itself in high quality gifts to passengers and business contacts. Often in the 1950s all the way through to the 1970s, these were cigarette lighters and ash trays. You can see images of these elsewhere in our website as well (https://www.airindiacollector.com/gifts-and-souvenirs.html).
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​Over time the airline became more aware of the ill-effects of tobacco, and participated in a campaign to create awareness of the harmful effects of smoking.
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The poster itself was released in July 1977, and was ironically sponsored by the Cigarette Manufacturers Association. In classic Air India style, it features our Maharajah, and a touch of humor consistent with his unique personality.
 
Bobby Kooka himself was a bon vivant, and enjoyed his smoke, so this is hardly surprising. What is amazing is the transformation of the image of the airline from one that prided itself in promoting smoking into one that promoted awareness of the harmful effects of tobacco.
 
This story does not end with smoking alone. Kooka himself was an avid hunter, and it is not surprising that in the early years the airline glorified this bloody sport. 

In June 1969 the airline published it’s Shikar (hunting) poster 
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A product of the Air India art studio, this is an adaptation of an old Indian Miniature painting. This version shows our Maharajah on horseback, out for Shikar (hunting), and his attendant is spearing a tiger to death. At one time, Shikar was considered a royal sport. The Maharajah on Shikar made an appearance also on the cover of the January 1967 timetable.
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There is another depiction of a hunt, on the cover of the June 1967 timetable. In perhaps the most unforgivable depiction of our maharajah, this one has him hunting using a long barrel rifle, and an innocent deer is the unfortunate victim. One cannot help but shed a tear at this sight. There is nothing sporting or manly about such a shameful act.
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However, the airline did finally redeem itself. Kooka himself was closely associated with the World Wildlife Fund in his later years, and Air India released a series of posters encouraging protection of the animal species. Here are some of the wonderful creations that were to follow.
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The crystal Swarowski Maharajah

25/2/2017

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Here is the crystal Air India Maharajah made by Swarowski. A limited quantity was ordered for the Golden Jubilee of Air India in 1998, and I understand that only 50-100 pieces were ordered. Interestingly, the story goes that an even smaller number were delivered.

I have written to Swarowski for more information, but no reply has come in from them so far. It appears that the order was processed by the Vienna office of Air India, and hence not much information is available in the airline as well.
What I do know is that there was a grand celebration event held at the Taj Mahal Hotel in Mumbai, and Mr. J. R. D. Tata was invited as the chief guest. He spoke nostalgically about his years with the airline, and a Films Division documentary of the 1948 flight was also shown.

The Swarowski Maharajah was also presented to Mr. Tata and other senior Air India officials. The one in my collection was graciously presented to me by a former Managing Director of the airline, and I am ever so grateful to him for his generosity. This is so rare that is all these years of collecting Air India memorabilia, I have never seen this on the market, in India or abroad.

The Maharajah comes packed in molded foam, set inside a strong cylindrical box with a decorative motif and Air-India Centaur and Maharajah logos.
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Will the real Maharajah please stand up

15/12/2016

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Above: The traditional Maharajah in the pose we have always seen him in
Unusual 1950s Maharajah statue discovered.

Over the years we have seen many souvenir Maharajah statues used for gifting and promotional purposes. They come in all sizes right from the more common 110 mm tall, all the way up to 1 meter in height. However, one thing is common. The Maharajah is always in one frozen pose. Always with his right hand bent at the elbows, palm across his breast, and left hand by his side.

This is the Maharajah pose we are all familiar with, and have come to know and easily recognise. We have seen him standing with his head slightly bowed, eyes lowered, and gracefully welcomng us abord his magic carpet for a ride into the heavns.
So, I was really surprised to come across a Maharajah souvenir statue in a unique pose. This one has his palms joined in Namaste, the traditional Indian greeting. More interestingly, the legend at the foot of the Maharajah reads Air-India International. The presence of the word International in the name of the airline dates back to the 1948-1962 period. So, it would be a safe bet to date this one to the 1950s. He is about 100 mm tall, and seems to cast in Plaster of Paris. The statue is in surprisingly good condition, and barring some paint chipping off the base, the rest of the condition is excellent, and the colours are bright and fresh.

I have come across images of the Maharajah in the 1990s and later in Air-India advertisements in this pose, but never before in something dating back to the 1950s. I will continue to look for such statues, hopefully in varying sizes, and post here whenever I get a chance.
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Above: The unusual Maharajah dating back to the 1950s with his palms folded together welcoming his guests with a Namaste.
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