Air India launches new inflight safety video celebrating India’s vibrant culture
Air India has released “Safety Mudras”, the airline’s new inflight safety video that seamlessly blends safety instructions with the kaleidoscope of India’s vibrant culture. Created in collaboration with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan and Bharatbala the video is meticulously 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 vital information in an engaging and culturally immersive manner.
Campbell Wilson, CEO & MD, Air India, said: “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 mesmerizing locations across the length and breadth of the country.
The safety video will be initially accessible exclusively on Air India’s recently introduced A350 aircraft, which is equipped with state-of-the-art inflight entertainment screens. It will be progressively deployed on other aircraft in Air India’s fleet.
Prasoon Joshi, Chaiman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India; and celebrated writer & lyricist: “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 this idea of using these Indian dance forms to deliver the 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.”
Credits
Conceptualisation: Prasoon Joshi of McCann Worldgroup India
Music: Shankar Mahadevan
Director: Bharatbala
Director of Photography: Marc Koninckx
Choreographer: Brinda Master
