I am about to face a problem at my work. I am working as a university (assistant) professor, and has been appointed to take care of some high-rank academics that are visiting our university. To be more precise, they constitute the top management of an Indian university. I am not sure how to address them - should I call them "sir"/"madame", or by title? "Professsor X".
I am not only to "drive them to the airport", I am going to negotiate with them and participate in discussions.
Perhaps my confusion arise from the fact that I am from Scandinavia, and in my native language titles are in principle reserved for royalties...