Air India Inflight Safety Video Celebrates Indian Classical and Folk Dance Forms

“Indian classical dance forms have one unique dimension – storytelling.”

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Client

Air India

Agency

McCann Worldgroup India

Air India has launched ‘Safety Mudras’, the airline’s new inflight safety video that creatively blends safety instructions with the kaleidoscope of India’s vibrant culture.

Conceptualized & Developed in collaboration with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan, and Bharatbala the video is crafted to engage passengers and showcase the diversity and depth of 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.

“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,” said Campbell Wilson, CEO & MD, Air India

“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.”


 

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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.

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The safety video will be initially accessible exclusively on Air India’s recently introduced Airbus 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.

“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,” said Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India, and a celebrated writer & lyricist.

“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.”

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

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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.”

‘Safety Mudra’: Mudra, a Hindi word that translates to ‘(hand) gestures,’ is one of the most striking features of Indian classical dance as a form of expression, used in the new inflight safety video for demonstration.


Credits

Conceptualization: Prasoon Joshi of McCann Worldgroup India
Music: Shankar Mahadevan
Director: Bharatbala
Director of Photography: Marc Koninckx
Choreographer: Brinda Master

 

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