Back in the '80s when BA helicopters was taken over by that sleazeball Maxwell the treasured Speedbird callsign went and was replaced by the risible and un-phonetic "Lion".
On arrival at the rig on the first day a Puma crew made contact with inbound load etc using the embarassing new callsign only to be asked if the pussy wanted some milk on arrival!
Another cumbersome un-phonetic callsign was Green Isle for Virgin Express (Ireland).