The Maharaja is going in for an image-building exercise.

Air-India, India's state-owned international carrier, on Friday appointed Perfect Relations Ltd as its public relations agency for India to project the correct corporate image of the airline in the light of the recent expansion of network and the fleet acquisition plans of Air-India.

All subsidiaries of Air-India will fall under this agreement.

The agency responsibilities for Air-India will also include the continuous image audit, media relations, communication counselling and advice on a regular basis.

This will help Air-India develop an effective channel of communication with consumers, employees, trade and other partners.

The hiring of a professional agency 'will enable the carrier to respond faster to local issues and ensure coordinated and synergised approach to various local issues faced by Air-India,' said a media statement from the airline.

Perfect Relations will serve as an effective channel of communication to disseminate Air-India's corporate messages and its strategies.