It’s no secret that Air India enjoyed art. Over seven thousand works were once part of its lavish collection, showcasing the airline's deep appreciation for cultural heritage and artistic expression. Art was intricately woven into Air India’s branding in a myriad of ways, including through tickets, in-flight storybooks, first-class menus, and air hostess saris, in addition to being displayed on walls. This blend of art and aviation created a unique identity that set Air India apart from its contemporaries.
One of the most fascinating stories in Air India’s artistic saga involves the a brand collaboration with renowned surrealist artist Salvador Dali. In 1967, Jot Singh, the public relations officer for Air India at the time, met Dali in New York City and requested the artist to craft something unique for the airline. What followed was a collaboration that would produce one of the most intriguing pieces of art in Air India's collection—an unglazed porcelain ashtray.
Dali, known for his eccentric and imaginative works, created an ashtray that was more than just a utility item; it was a piece of art that embodied his surrealist vision. The ashtray featured a snake running through its fringes, which at a glance, showed two surrealist elephant heads. When placed upside down, these elephant heads transformed into a swan. Dali explained his creation in his own words: “The reflection of an elephant’s head looks like a swan and the reflection of a swan appears to be an elephant. This is what I have done for the ashtray. The swan upside-down becomes an elephant’s head and the elephant inverted — a swan.”
This ashtray is not merely an artifact; it is a testament to Dali’s genius and the visionary approach of Air India’s branding strategy. The collaboration between Dali and Air India is a perfect example of how the airline sought to intertwine art with aviation, creating an experience that was as visually stimulating as it was comfortable.
The ashtray was recently displayed for the first time in India at the National Gallery of Modern Art, Mumbai, in 2022. This exhibition allowed art enthusiasts and the general public to witness a piece of history that had been tucked away for decades. The display of Dali's ashtray not only highlighted the rich history of Air India's artistic endeavors but also rekindled interest in the airline's cultural contributions.
Today, as Air India undergoes a transformation under new ownership, there is a renewed interest in its artistic legacy. The display of the Dali ashtray in Mumbai is a reminder of the airline’s golden era, when art and aviation coexisted harmoniously. It is a call to preserve and celebrate this rich heritage, ensuring that future generations can appreciate the unique blend of art and travel that Air India once epitomized.
Comments