Air India's New Inflight Safety Video Rejoices Indian Classical, Folk Dance Forms

This project, spanning approximately six months, involved creators travelling and capturing the essence of India visually through mesmerising locations across the length and breadth of the country

Air India has unveiled ‘Safety Mudras’, the airline’s new inflight safety video that blends safety instructions with the kaleidoscope of India's vibrant culture. Developed in collaboration with the visionary trio of Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan and Bharatbala, the video is crafted to engage passengers and showcase the diversity and depth of the Indian culture, while delivering essential safety information.

For centuries, Indian classical dance and folk art forms have served as mediums of storytelling and instruction. Air India’s new inflight safety video integrates safety instructions with mudras or dance expressions in eight diverse dance forms - Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha - from around the country. Each featured dance form presents a specific safety instruction, providing information in a culturally immersive manner.

Campbell Wilson, CEO & MD, Air India says, “As a flagbearer of the country and a longstanding patron of Indian art and culture, Air India is delighted to present a work of art that is designed to deliver essential safety instructions while showcasing India’s rich cultural diversity to travellers around the world. Our guests will find this inflight safety video to be more immersive and informative, and a warm welcome to India from the moment they step onboard.”

Featuring music composed by Grammy Award-winning music composer and singer Shankar Mahadevan, the video invites passengers to experience a harmonious fusion of safety and culture. This project, spanning approximately six months, involved creators travelling and capturing the essence of India visually through mesmerising locations across the length and breadth of the country.

Prasoon Joshi, chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India; and writer & lyricist also mentions, “Tasked with the challenge to create a concept that keeps passengers engaged, embody Indian culture and elevate the Air India brand globally, we went to great lengths to poise the essential and the evocative. Indian classical dance forms have one unique dimension - storytelling. And that is what made me think of the idea of using these Indian dance forms to deliver safety instructions for air travel.

I am fortunate that this idea found resonance with the fantastic Air India team. And, with a longtime friend and ever-brilliant Bharatbala who really made this thought possible. It’s indeed a matter of pride for McCann to work with Air India.”

The video will be initially accessible on Air India’s recently introduced A350 aircraft, which is equipped with inflight entertainment screens. It will be progressively deployed on other aircraft in Air India’s fleet.

Adding to this, Sanjiv Mehta, independent director, Air India, and former chairman and CEO, Hindustan Unilever also comments, "There is room for creativity in every endeavour. Safety instructions need not be bland and boring. Here Air India has creatively blended the indian classical dance medium with flight safety instructions. I am certain the passengers will not only enjoy the dances but also pay much greater attention to the safety instructions. Well done Air India."

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