India – Air India, India’s global airline, today unveiled ‘Safety Mudras’, a new in-flight safety movie that blends safety instructions with India’s vibrant culture. The video features a dancing style that is on display and provides a particular safety lesson, imparting important knowledge in an interesting and culturally relevant way.
The video, which was created and produced in partnership with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan, and Bharatbala, is carefully designed to impart vital safety information, engage passengers, and highlight the richness and diversity of Indian culture.
Indian folk art and classical dance have been used as teaching and narrative tools for ages. The latest in-flight safety film from Air India blends safety instructions with eight different dance forms from throughout the nation: Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.
A young female passenger is shown in the video being warmly greeted by an Air India cabin staff member, and her attention is brought to the Air India “Vista,” a golden window frame that was revealed last year as a key component of Air India’s new global brand identity. A beautiful cultural display opens up before her as she glances playfully through the ‘Vista’.
The video, which features music by singer-composer Shankar Mahadevan, urges viewers to experience a combination of culture and safety. This project, which took place over the course of six months, required the creators to journey throughout India and visually capture the essence of the nation through captivating places.
Modern in-flight entertainment screens on Air India’s recently launched A350 aircraft would be the only place where passengers may first view the safety movie. It will gradually be installed on further Air India planes.
Speaking about the safety video, Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup, said, “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.”
He added, “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.”
Meanwhile, Shankar Mahadevan, singer and music composer, expressed, “I am very happy I got to create the music for the safety instruction video for Air India. With the new chapter of Air India, their safety instruction video too is pathbreaking and very culturally rich. It is a combination of the various dance forms from India – with the dancers demonstrating the safety briefing actions by way of mudras. The music changes as per the dance form as well. Cheers to Air India for creating something that has never been done before, I am very proud to be a part of this.”
Furthermore, Bharatbala, Indian film director, producer and screenwriter, stated, “Having previously worked on projects that showcase the cultural diversity of India, this nuanced opportunity from Air India, enabled me to present our timeless classical and folk-art forms with a contemporary vision. We are an ancient country but with a modern outlook. And for India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility on me to create a spectacle.”
“Filming across the beautiful landscapes and monuments, giving each dance form its place of pride, is truly an enriching experience. This journey enables the passengers to experience India visually, musically, and emotionally on a grand canvas. This film will be etched as one of my special creations and I hope will be an added feather in the rich legacy of Air India. Welcome on board!” Bharatbala added.
