Part 2 Whenever you see an Air India advertisement, it is hard to miss the "Maharajah" or the emperor which stands as a hospitable mascot for the brand since 1946. Strongly identifying its values with the rich cultural heritage of the country, Air India has positioned itself as a dynamic Indian brand that believes in "Atithi devo bhava" (a guest is like god). This is clearly impersonated in its mascot who humbly folds his hands in the form of "Namaste", a gesture of respect and welcome, widely used in the country. With disinvestment and privatisation on the cards, Air India's most recent marketing strategy might see a shift towards making it a more appealing buy for the potential investors. In this light, it is quite interesting to see the marketing journey of the airline and gauge how far it has come. While the entire brand talks of rich Indian culture and heritage, right from its inception, Air India is known to cause a stir through it