GURUGRAM- Today, Air India (AI) unveiled ‘Safety Mudras,’ its new inflight safety video that seamlessly weaves together safety instructions with the vibrant tapestry of India’s rich culture.
Created in collaboration with the visionary trio of Prasoon Joshi from McCann Worldgroup, Shankar Mahadevan, and Bharatbala, the video is intricately designed to captivate passengers while showcasing the diversity and richness of Indian culture, all while imparting essential safety information.
Air India InFlight Safety Video
Throughout history, Indian classical dance and folk art forms have served as conduits for storytelling and instruction. Air India’s innovative inflight safety video integrates safety instructions with mudras, or dance expressions, encompassing eight diverse dance forms – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha – from various regions of the country.
Each dance form conveys specific safety instructions, delivering crucial information in an engaging and culturally immersive manner.
The video invites passengers to indulge in a seamless blend of safety and culture, featuring music crafted by Grammy Award-winning composer and singer Shankar Mahadevan. This collaborative project, spanning approximately six months, involved creators traveling to visually capture the essence of India across captivating locations throughout the country.
Initially accessible on Air India’s recently introduced Airbus A350 aircraft, equipped with state-of-the-art inflight entertainment screens, the safety video will gradually be introduced on other aircraft within Air India’s fleet.
CEO and Artists Insights
Campbell Wilson, CEO & MD of Air India, expressed, “As a representative of the nation and a longstanding supporter of Indian art and culture, Air India is thrilled to present a masterpiece designed to convey essential safety instructions while showcasing the rich cultural diversity of India to travelers worldwide. Our passengers will find this inflight safety video to be more immersive, informative, and a warm welcome to India from the moment they step onboard.”
Prasoon Joshi, Chairman of McCann Worldgroup Asia Pacific, CEO & CCO of McCann Worldgroup India, and celebrated writer & lyricist, shared his thoughts:
“Faced with the challenge of developing a concept that keeps passengers engaged, embodies Indian culture, and enhances the global presence of Air India, we made significant efforts to balance the essential and the evocative. Indian classical dance forms possess a unique storytelling dimension. This led me to use these forms to convey air travel safety instructions.
I feel fortunate that this concept resonated with the incredible Air India team. Collaborating with the immensely talented Bharatbala, a longtime friend, brought this idea to life. It’s a matter of pride for McCann to collaborate with Air India.”
Shankar Mahadevan, renowned Indian music composer and singer, expressed his happiness about creating the music for Air India’s safety instruction video:
“I am delighted to have composed the music for the safety instruction video for Air India. With this new chapter for Air India, their safety video is groundbreaking and culturally rich. It incorporates various dance forms from India, with dancers demonstrating safety actions through mudras. The music changes according to the dance form. Kudos to Air India for creating something unprecedented, and I am proud to be part of it.”
Bharatbala, an Indian film director, producer, and screenwriter, commented on the project:
“Having previously worked on projects showcasing India’s cultural diversity, this nuanced opportunity from Air India allowed me to present our timeless classical and folk-art forms with a contemporary vision. We are an ancient country but with a modern outlook. For India’s leading global carrier, Air India, to communicate a safety mandate in this manner placed even more responsibility on me to create a spectacle. Filming across beautiful landscapes and monuments, giving each dance form its place of pride, is truly enriching. This journey enables passengers to experience India visually, musically, and emotionally on a grand canvas. This film will be remembered as one of my special creations, and I hope it adds another feather to the rich legacy of Air India. Welcome on board!”
Air India ‘Safety Mudra’
Here are the further insights into Air India’s new inflight safety video, titled ‘Safety Mudra’:
‘Safety Mudra’: The term “Mudra,” translating to ‘(hand) gestures’ in Hindi, stands out as one of the most captivating features of Indian classical dance, serving as a form of expression demonstrated in the new inflight safety video.
About the video: The narrative begins with a warm welcome from an Air India cabin crew member to a young female passenger. Her attention is captivated by the Air India ‘Vista’—a golden window frame unveiled last year as an integral part of Air India’s new global brand identity. Playfully peering through the ‘Vista,’ she is immersed in a magical cultural spectacle.
The initial captivating act showcases Bharatnatyam, with the dance serving as a living canvas for seat belts and cabin baggage instructions. The story gracefully transitions to pristine seashores with Odissi, where the dance illustrates the art of securing seats and tray tables.
Kathakali and Mohiniyattam then take the spotlight, expressing the prohibition of electronic gadgets and smoking on board amidst the tranquil backwaters of Kerala. Kathak demonstrates emergency exits and the deployment of oxygen masks.
The safety jacket instructions take a lively turn with the energetic Bihu dancers from Assam, followed by the vibrant Ghoomar performed in Jaipur, adding a delightful touch to this fusion of safety and culture. Finally, the viewers are transported to the fields of Punjab, where Gidda dancers emphasize the importance of the safety card found on board.
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