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Air India Uses Folk Dance Storytelling In New Safety Video

Air India has released its new safety video, which aligns with the airline’s new brand and features Indian traditional dance forms.

Air India’s ‘Safety Mudras’

Air India has reinvented inflight safety with a captivating new video. This innovative guide infuses crucial safety details with the charm of India’s cultural tapestry.

Air India’s new inflight safety video showcases traditional Indian dances as a guide to flight safety. Named the ‘Safety Mudras,’ this video uses the expressive power of hand gestures, which are central to Indian dance forms. A cabin crew member greets a young female passenger, enchanted by the golden ‘Vista,’ symbolizing Air India’s new brand identity.

The video is a visual treat, showcasing eight classical and folk Indian dances such as Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha. Each dance is more than just a performance; it’s a lesson in safety. As dancers perform, their movements, or ‘mudras, ‘ bring essential safety instructions alive. By connecting with India’s rich dance heritage, the airline ensures passengers receive life-saving information memorably and delightfully.

Safety Instructions Set To Distinct Traditional Dances

The video captivates viewers right from the start. It features the precise movements of Bharatnatyam to explain seat belts and cabin luggage. As the story flows, an Odissi dancer on the beach illustrates how to secure seats and tray tables. In Kerala’s calm backwaters, Kathakali and Mohiniyattam dancers convey the rules against electronic devices and smoking. Then, Kathak steps in to indicate emergency exits and oxygen mask usage.

The vibrant Bihu dance from Assam livens up the safety jacket instructions. In Jaipur, Ghoomar adds a festive element to the safety demo. The closing scene shows Gidda dancers in the fields of Punjab highlighting the importance of safety cards.

Air India teamed up with top creatives for this engaging video. Ad guru Prasoon Joshi of McCann Worldgroup India led the concept. Acclaimed musician Shankar Mahadevan composed the music while Bharatbala directed the video. Cinematographer Marc Koninckx captured the visual elegance, and Brinda Master choreographed the dance sequences—combining safety information with cultural beauty.

India’s Rich Cultural Diversity Features In New Safety Video

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 traveling 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 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.

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 travelers 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.”

The Artists Responsible For Air India’s Safety Video

Prasoon Joshi

Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India, and celebrated writer & lyricist, said of the new video: “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.”

Shankar Mahadevan

Shankar Mahadevan, celebrated Indian music composer and singer, said: “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.”

Bharatbala

Bharatbala, Indian film director, producer and screenwriter, said: “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!”

More About Air India

The iconic JRD Tata, a trailblazer in India’s aviation industry, founded Air India. It took off with its first flight on October 15, 1932. Today, the airline boasts a global network with direct flights to the USA, Canada, UK, Europe, Far-East, South-East Asia, Australia, and the Gulf region. In January 2022, after 69 years as a state-run carrier, Air India and its sibling, Air India Express, rejoined the Tata family.

Air India is on a transformative journey with its ambitious five-year strategy, Vihaan.AI. The goal is to rise as a world-class airline that embodies the spirit of India. The transformation started with the taxi phase, which aimed to get the basics right. This phase saw the airline revitalizing its fleet, hiring skilled personnel, upgrading technology rapidly, and enhancing customer service. As a member of the Star Alliance, Air India delivers smooth connectivity and top-notch facilities to travelers across the globe.

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