Air-India Maharajah
Making of the iconic Air-India Maharajah
(Disclaimer: 16 October 2021. We are grateful to Mr. Kamlesh Sharma for writing this piece, and Mr. Cyrus Guzder for sending it to us, and obtaining permission to post. We have always attempted to be accurate and factual in all information on our websites and readers are invited to point out inaccuracies and mistakes for which we will be thankful. We also wish to add that the story is interesting but unsubstantiated. There are other theories as well on the origin of the Maharajah and we will publish those as we get permission to do so. We crave indulgence from our readers to enjoy this story or simply a good yarn in case it turns out to be inaccurate)
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Hardly anybody knows that the Maharaja’s famous moustache was modelled by Bobby Kooka after his good friend Syed Wajid Ali, Wajid Sahib was quite a flamboyant, larger than life personality in demeanour and lifestyle.
This is the delightful story of one of India’s first marketing wizards, a maverick of the Tata Group, a close associate and friend of JRD Tata: Bobby Kooka, the man behind the Air-India Maharajah. Bobby Kooka joined the aviation department of the Tata Group in 1938, the same year in which the fledgling Tata Airlines, India’s first commercial airline service, began to fly. |
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Many years later, JRD Tata would fondly narrate the tale of how he first met the man. “I don't know how many of you there are here tonight who were in Tata Airlines in May 1938 -probably not many- when Mr. Kooka first burst upon an astonished air transport world which has never been the same since. On that fateful day in May, Mr. Kooka appeared in my office and, having pointed out the deficiencies in the Tata Organisation, explained how badly needed he was in Tatas to put them right … I decided that if there was any place for him in Tatas, it could only be in Tata Airlines.
Furthermore, in those days, the chances of survival of Tata Airlines were pretty dim and so it was clear that by employing him there we would be taking little risk of making any permanent commitment.”
After spending a few years as Secretary of Tata Airlines, Bobby Kooka decided to give the brand now re-christened Air India, with JRD as Chairman - a Human Face, that represented India with charm and dignity. At the first booking office of the Company, located in Churchgate in Mumbai, he created “an oriental potentate, sitting on a magic carpet, smoking a bubble hookah.”
This was the beginning of the Air India Maharajah, perhaps India’s first advertising mascot who went on to win millions of hearts across the world.
Here is how Bobby Kooka described the Maharajah. “We call him a Maharajah for want of a better description. But his blood isn’t blue. He might look like royalty, but he isn’t royal.”
Working together with Umesh Rao of J. Walter Thomson, the advertising agency, they created this loveable symbol of India – a round face, an outsized moustache, striped turban and long, sharp nose. After making his first appearance in 1946, the Maharajah was soon all over the world, and in the process, he made *Air India* one of the *most visible and engaging brands globally*. Fifty years before Google even thought of its frequent Google-doodles, Bobby Kooka was constantly reinventing the Maharajah to suit topical themes - as a lover boy in Paris, a sumo wrestler in Tokyo, a Romeo in Rome, and a guru of transcendental meditation in Rishikesh. *The Maharajah was funny, irreverent*, up to antics, *but always full of India,* his proud homeland. He was a friend to every traveller on India’s national airline, reaching out with warmth and hospitality.
Bobby Kooka also took forward this “Indianness” to every office of the airline, worldwide. Indian imagery, dance, paintings and sculpture appeared in the offices of Air India in New York, Geneva, London and elsewhere, making *the airline a beautiful showcase of the country’s great heritage*. This, in turn, attracted many global travellers to make this the airline of their choice.
The filmmaker Muzaffar Ali, who worked in Bobby Kooka’s marketing team for many years, says – “For eleven years, I was on a flight, dreaming through the eyes of Kooka and his mentor JRD. I was not working for Air India, but for India.”
But if Kooka was a *marketing genius*, he was also a maverick, who created storms in many tea-cups, in his time. He used to write for the Tata House magazine of the time, editing the last page called the “Tata Patter”*, under various pen names ranging from Pestonjee Pepper to Umslopogas, Chief of the Amazulus. On this page, he proceeded to, in the words of JRD Tata, “play havoc with the whole Tata organization by demolishing the ego and assassinating the character of every Tata Director and Official. Through Air India hoardings, he *demolished and punctured innumerable egos*, which placed JRD at the receiving end of endless complaints from MPs and Ministers, including Morarji Desai and Krishna Menon, who were depicted in red pants running a track race with Mr. Kripalani.”
But nonetheless, JRD Tata provided Bobby Kooka with the required support throughout his career, because he recognized Kooka’s genius, and perhaps also the need for some benign humour in the midst of our daily challenges. As JRD said at Bobby Kooka’s retirement function in 1971 – “May you never cease tilting at windmills, at the pretentious, the charlatans, and the hypocrites of the world.” He also said - “I forgive him all the apologies I had to tender on his behalf. I forgive him all the scars that I have borne because of the pleasure, the laughter and the relief from frustration and boredom that he provided to thousands, and perhaps millions, of people.”
This reminds me of one of JRD Tata’s key secrets to his success, of which he says – “If I have any merit, it is getting on with individuals according to their ways and characteristics …to be a leader, you have to lead human beings with affection.” JRD led the maverick Bobby Kooka with that same human affection, and, in turn, Kooka led the fabulously successful marketing and publicity efforts for the nation’s flagship airline, including the creation and nurturing of the wonderful, timeless *Air India Maharajah*.
Furthermore, in those days, the chances of survival of Tata Airlines were pretty dim and so it was clear that by employing him there we would be taking little risk of making any permanent commitment.”
After spending a few years as Secretary of Tata Airlines, Bobby Kooka decided to give the brand now re-christened Air India, with JRD as Chairman - a Human Face, that represented India with charm and dignity. At the first booking office of the Company, located in Churchgate in Mumbai, he created “an oriental potentate, sitting on a magic carpet, smoking a bubble hookah.”
This was the beginning of the Air India Maharajah, perhaps India’s first advertising mascot who went on to win millions of hearts across the world.
Here is how Bobby Kooka described the Maharajah. “We call him a Maharajah for want of a better description. But his blood isn’t blue. He might look like royalty, but he isn’t royal.”
Working together with Umesh Rao of J. Walter Thomson, the advertising agency, they created this loveable symbol of India – a round face, an outsized moustache, striped turban and long, sharp nose. After making his first appearance in 1946, the Maharajah was soon all over the world, and in the process, he made *Air India* one of the *most visible and engaging brands globally*. Fifty years before Google even thought of its frequent Google-doodles, Bobby Kooka was constantly reinventing the Maharajah to suit topical themes - as a lover boy in Paris, a sumo wrestler in Tokyo, a Romeo in Rome, and a guru of transcendental meditation in Rishikesh. *The Maharajah was funny, irreverent*, up to antics, *but always full of India,* his proud homeland. He was a friend to every traveller on India’s national airline, reaching out with warmth and hospitality.
Bobby Kooka also took forward this “Indianness” to every office of the airline, worldwide. Indian imagery, dance, paintings and sculpture appeared in the offices of Air India in New York, Geneva, London and elsewhere, making *the airline a beautiful showcase of the country’s great heritage*. This, in turn, attracted many global travellers to make this the airline of their choice.
The filmmaker Muzaffar Ali, who worked in Bobby Kooka’s marketing team for many years, says – “For eleven years, I was on a flight, dreaming through the eyes of Kooka and his mentor JRD. I was not working for Air India, but for India.”
But if Kooka was a *marketing genius*, he was also a maverick, who created storms in many tea-cups, in his time. He used to write for the Tata House magazine of the time, editing the last page called the “Tata Patter”*, under various pen names ranging from Pestonjee Pepper to Umslopogas, Chief of the Amazulus. On this page, he proceeded to, in the words of JRD Tata, “play havoc with the whole Tata organization by demolishing the ego and assassinating the character of every Tata Director and Official. Through Air India hoardings, he *demolished and punctured innumerable egos*, which placed JRD at the receiving end of endless complaints from MPs and Ministers, including Morarji Desai and Krishna Menon, who were depicted in red pants running a track race with Mr. Kripalani.”
But nonetheless, JRD Tata provided Bobby Kooka with the required support throughout his career, because he recognized Kooka’s genius, and perhaps also the need for some benign humour in the midst of our daily challenges. As JRD said at Bobby Kooka’s retirement function in 1971 – “May you never cease tilting at windmills, at the pretentious, the charlatans, and the hypocrites of the world.” He also said - “I forgive him all the apologies I had to tender on his behalf. I forgive him all the scars that I have borne because of the pleasure, the laughter and the relief from frustration and boredom that he provided to thousands, and perhaps millions, of people.”
This reminds me of one of JRD Tata’s key secrets to his success, of which he says – “If I have any merit, it is getting on with individuals according to their ways and characteristics …to be a leader, you have to lead human beings with affection.” JRD led the maverick Bobby Kooka with that same human affection, and, in turn, Kooka led the fabulously successful marketing and publicity efforts for the nation’s flagship airline, including the creation and nurturing of the wonderful, timeless *Air India Maharajah*.
(Courtesy: This is an email from Mr. Kamalesh Sharma to Mr. Cyrus Guzder, reproduced with the permission of both parties.)
Air-India International Maharajah
(100 X 45 mm) |
Air-India International Maharajah
(110 X 48 mm) No manufacturers label |
Air-India International Maharajah
(170 X 75 mm)
No manufacturers label
(170 X 75 mm)
No manufacturers label
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NIC
Air-India Maharajah
Air Form Products
(914 mm)
Air-India Maharajah
Air Form Products
(914 mm)
Manufactured by
AMEYA INDUSTRIES BOMBAY INDIA
Made In India
AMEYA INDUSTRIES BOMBAY INDIA
Made In India
Air-India Maharajah
(100X48 mm)
(100X48 mm)
Manufacturer Label
Manufactured by
Ashadri
Ashadri
Air-India Maharajah
(380X150 mm)
(380X150 mm)
Manufacturer Label
Manufactured by
Bandivdekar Compaper Crafts
Bandivdekar Compaper Crafts
Air-India Maharajah
(330X120 mm) |
Air-India Maharajah staute packing box.
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Manufacturer Label
Air-India Maharajah
(290X120 mm) 
Manufacturer Label
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Air-India Maharajah
(400X125 mm) 
Manufacturer Label
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Air-India Maharajah
(110X48 mm) 
Manufacturer Label
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Air-India Maharajah
(110X48 mm) 
Manufacturer Label
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Model by
BAPULAL RAMCHAND & CO.
Crescent Chambers, Tamarind Lane, Fort, Bombay - 1
Made In India
BAPULAL RAMCHAND & CO.
Crescent Chambers, Tamarind Lane, Fort, Bombay - 1
Made In India
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Air-India Maharajah
(100X48 mm) |
Air-India Maharajah
(100X48 mm) |
Air-India Maharajah
(100X48 mm) |
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Manufacturer Label
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Manufacturer Label
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Manufacturer Label
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Air-India Maharajah
(120X40 mm) 
Manufacturer Label
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Air-India Maharajah
(100X48 mm) 
Manufacturer Label
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Manufactured by
Belplast
Riproduzioni Artistiche E Lavorazione Plastici Pubblicitari,
Milano, Via Friuli 65 - Tel. 592.352
Made In Italy
Belplast
Riproduzioni Artistiche E Lavorazione Plastici Pubblicitari,
Milano, Via Friuli 65 - Tel. 592.352
Made In Italy
Air-India Maharajah
(260X100 mm) 
Manufacturer Label
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Air-India Maharajah
(240X98 mm) 
Manufacturer Label
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Model By
Chandoo Panwelkar
Jaiwant Sadan, Shivaji Park Road No. 3,
Bombay 28. (India)
Chandoo Panwelkar
Jaiwant Sadan, Shivaji Park Road No. 3,
Bombay 28. (India)
Air-India Maharajah
(105X48 mm)
(105X48 mm)
Manufacturer Label
Manufactured by
JEM Plastic & Allied Industries
at Dhamapoor, Post Makhjan, Dist-Ratnagiri, Pin-415608
JEM Plastic & Allied Industries
at Dhamapoor, Post Makhjan, Dist-Ratnagiri, Pin-415608
Air-India Maharajah
(110x70mm)
(110x70mm)
Manufacturer label.
Manufactured by
Jhaveri Bros. & Co. Pvt. Ltd.
Bombay
Jhaveri Bros. & Co. Pvt. Ltd.
Bombay
Air-India Maharajah
Manufacturer Label
Manufactured by:
M/s. Jyoti Plastic & Allied Industries
49 A/B, Govt. Industrial Estate, Kandivali (West)
Bombay - 400 067
Made in India
M/s. Jyoti Plastic & Allied Industries
49 A/B, Govt. Industrial Estate, Kandivali (West)
Bombay - 400 067
Made in India
Air-India Maharajah
(310X110mm)
(310X110mm)
Manufacturer Label
Manufactured by
Pradeep Kumar Publicity
4/27, Govt. Housing Colony, Santacruz (East), Bombay-55
Made In India
Pradeep Kumar Publicity
4/27, Govt. Housing Colony, Santacruz (East), Bombay-55
Made In India
Air-India Maharajah
(100X48 mm)
(100X48 mm)
Manufacturer Label
Air-India Maharajah
(100X48 mm) 
Manufacturer Label
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Air-India Maharajah
(100X48 mm) 
Manufacturer Label
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Air-India Maharajah "82A9190"
(180 X 75mm) |
Air-India 1 Washington, D.C. 31 Jan 1992
(170 X 80mm) |
Pioneer
Rubber Mills (Bom.) Pvt. Ltd.
Bombay-78
Rubber Mills (Bom.) Pvt. Ltd.
Bombay-78
Air-India Maharajah
(130X60 mm)
(130X60 mm)
Manufacturer Label
Plywin Industries (Pr.) Ltd.
44-E, Station Road,
Bandra, Bombay-20.
44-E, Station Road,
Bandra, Bombay-20.
Air-India Maharajah
Manufacturer Label
(Image Courtesy: Simon Wright)
(Image Courtesy: Simon Wright)
Maharajah statue without manufacturer's label
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Air-India Maharajah
(155X60mm)
(155X60mm)
Air-India Maharajah
(155X60mm) |
Air-India Maharajah
280X150mm) |
Air-India Maharajah
(100X45) |
Air-India box containing Maharajah Statue
(110X50 mm) |
Air-India Maharajah
(100X48 mm) |
Air-India Maharajah
(110X48 mm) |
Air-India Maharajah
(155X60 mm) |
Air-India Maharajah
(100 X 40 mm) |
(115X40 mm)
Maharajah with walking Stick, newspaper & feather in Turban. No Airline name - No manufacturer label given. |
(190X95 mm)
Maharajah with No Airline name - No manufacturer label given. |
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(130X70 mm)
Air-India Fantasy Maharajah, probably not made by airline. |
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Air-India Maharajah
(200 X 70 mm)
(200 X 70 mm)
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Air-India Maharajah
(500 X 200 mm)
(500 X 200 mm)
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Air-India Maharajah
(900 X 320 mm)
(900 X 320 mm)