Magazine content is available exclusively for TIME subscribers.Business: The Dangers of Wit
The world's least inhibited air traveler has long been Air-India International's advertising symbol, a little maharajah with striped turban and quivering wax mustaches. He thinks nothing of matching entrechats with a Moscow ballerina or—since transatlantic service began in May swapping his turban for a Texan's Stetson and a pair of shooting irons. So distinctive is the maharajah that the American Society of Travel Agents in 1959 voted AII first place in a 400-entry travel poster contest. This year the Indian Society of Advertisers gave its top award to the maharajah's originator, Air-India's commercial...
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