Air India, recently unveiled a new inflight safety video titled ‘Safety Mudras’, blending the safety instructions with the classical dance and art forms of the India. The video is developed in collaboration with the trio of Prasoon Joshi of McCann Worldgroup, and features music composed by Grammy Award-winning music composer and singer Shankar Mahadevan. The video has been receiving rave response on the internet.
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Air India’s new inflight safety video integrates instructions with mudras or dance expressions in eight diverse dance forms – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha – from around the country. Mudra, a Hindi word that translates to ‘(hand) gestures,’ is a form of expression.
Each featured dance form presents a specific safety instruction, providing vital information in an engaging and culturally immersive manner. The safety video will be initially accessible 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. 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.
Air India Safety Video Explained
The video unfolds with an Air India cabin crew member welcoming a young female passenger, whose gaze is drawn to the Air India ‘Vista’ (a golden window frame unveiled last year as an integral part of Air India’s new global brand identity). As she peeks through the ‘Vista’, a magical cultural spectacle unfolds before her.
The first enchanting act features Bharatnatyam, a dance used for seat belt and cabin baggage instructions. The narrative then transitions to pristine seashores with Odissi, depicting how to secure seats and tray tables.
Kathakali and Mohiniyattam express the prohibition of electronic gadgets and smoking on board – shot in the backwaters of Kerala. Kathak demonstrates emergency exits and the deployment of oxygen masks.
The safety jacket instructions is depicted with the lively Bihu dancers from Assam, followed by Ghoomar performed in Jaipur. Finally, the viewers are transported to the fields of Punjab, where Gidda dancers draw attention to the importance of the safety card found on board.
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.”
Prasoon Joshi, Chairman 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.”