Weekend Rewind: Twitter turns X, Int’l Tigers Day, Air India Maharaja, Income Tax Returns, Mahsa Amini

#TwitterX

So a forewarning. If you search for #TwitterX on Twitter – or X as it is now called – you might want to make sure there are no kids around. And as one would expect, the rebrand to ‘X’ has opened the floodgates for brickbats from those who loved the blue bird. Informed voices suggest that this is more than a logo change. This is an overhaul from a micro-blogging site that benefitted users more than its owners, and from a social media platform whose ability to scale was restricted by its scope. X seeks to be more – that’s a no-brainer. Those who have established their presence on the platform and those who seek out views and updates here are unlikely to leave because of the rebrand. If they take up the upcoming services X is likely to offer, its good for both user and platform. I don’t think Elon Musk is entirely wrong here in shaking off the old identity overnight. He wants change. And he wants it fast.

https://twitter.com/imnotpopbase/status/1684903248438697984?s=20

https://twitter.com/X_Anti_Y/status/1685155376843591680?s=20

Small, medium and big accounts will be referred to as X, XX and XXX from now on. #TwitterX

— Dr Deepak Krishnamurthy (@DrDeepakKrishn1) July 28, 2023

#InternationalTigerDay

Confession. I do not know much about tigers, except for some trivia on the Nawab of Pataudi thanks to his cricket. Nor did I know of the existence of an International Tigers Day. But why not? I am sure there will be a day when there is a day for every animal, every relationship, every profession and so on, making everyday a reason for multiple celebrations. I am not sure it’s entirely good for brands, but it should be music to the ears fo content creators and social media agencies. That apart, the Bengal Tiger is India’s national animal, so there’s understandable jubilation all across, including on X. And the love for the big cats stretches all across to Australia.

On the eve on #InternationalTigerDay, catch the glimses on the Life of World's First Urban Tigers living on the outskirts of Bhopal. Full Movie premiering on MPTFS's YouTube on 28th July 2023, 7.30 PM.
Watch the premier through the link:https://t.co/AYOzhy32eR#GlobalTigerDay pic.twitter.com/lFWMPRtYva

— MP Tiger Foundation Society (@mptfs) July 28, 2023

Tigers are critical for sustaining diverse & healthy forest ecosystems. But #ClimateChange, habitat loss, poaching, and human-wildlife conflicts are causing a decline in their populations.

On #InternationalTigerDay, discover why we need to protect them.

— UN Environment Programme (@UNEP) July 29, 2023

https://twitter.com/chandlerpowell9/status/1685136572033679360?s=20

#AirIndia #Maharaja

News is that the Maharaja mascot of AirIndia will no longer be the face of the airline. The fact is that the mascot receded to the background a while ago. Air India also assured mid-July that the Maharaja will continue to be associated with the airline. It might be used selectively in places like airline lounges and premium classes, suggest reports. Other reports have started deliberating on why a Maharaja is politically incorrect in today’s times and so on, with evident FOMO on a news story broken by someone else. There is also a lot of love for the Maharaja pouring out on X. In my personal opinion as a regular of the airline and as a student of branding, there is absolutely nothing wrong in a Maharaja mascot if it is used right. The Maharaja is part of the positive legacy of Air India, of which more is felt and less is said. Unless one wants to throw the baby away with the bathwater, Air India needs to leverage that legacy brand element to its fullest.

The best-looking Tail Logo on a 777 ever. Will miss it. #Maharaja pic.twitter.com/UaPtaBsCMY

— Siddhanth (@Siddhanth9636) July 27, 2023

https://twitter.com/sourajitbasak/status/1684098569790279680?s=20

I think I'm more upset about the death of the Maharaja than the birth of X. You?

— Karthi Marshan (@MartianSpeak) July 28, 2023

#IncomeTaxReturns

The agony only seems to have multiplied for taxpayers and chartered accountants this year. A compelling case is being made for a permanent extension of the filing deadline. Meantime, citing longer time taken for filing given changes, accountants have hiked their fees and so have online filing portals. In some cases, the fees have more than doubled while last minute 60 pc discounts are being offered. Reports say that those awaiting IT returns will have to wait a little longer as the scrutiny is going to be stronger to guard against malpractices. One prays that the simple returns by salaried tax payers and consultants come through without delays.

Somebody need to raise the voice for Salaried Class#IncomeTaxReturn pic.twitter.com/kpk0hVmqh8

— Nimo Tai (@Cryptic_Miind) July 28, 2023

https://twitter.com/idesibanda/status/1685134756198109184?s=20

This is the easiest one ! #IncomeTaxReturn #IncomeTax #IncomeTaxDay #ITRFiling pic.twitter.com/qJou5HYtbQ

— Kirty (@SilverBarrels) July 28, 2023

#MahsaAmini

And the fight in Iran, continues.

https://twitter.com/AlinejadMasih/status/1682690854232678400?s=20

“I'm proud of my work as a journalist.” This is what #NiloofarHamedi said at the end of her trial yesterday in Tehran, a powerful sign of defiance and humiliating those who unjustly imprisoned her more than ten months ago for covering the killing of #MahsaAmini. Today the trial… pic.twitter.com/jZME8NLlod

— Omid Memarian (@Omid_M) July 26, 2023

This is the moment that #ArashkGheysarbeigi is released from prison. Arashk is 15 years old from #Sarableh in Ilam province #Iran.
He spent one month in jail.
Many children are still in prisons. #MahsaAmini pic.twitter.com/OZuDWDVQD3

— Sima Sabet | سیما ثابت (@Sima_Sabet) July 26, 2023

(The author observes X @Goks140. Views are personal.)