Air India introduces ‘Safety Mudras’, an inventive inflight safety video that seamlessly merges safety protocols with the kaleidoscope of India’s vibrant cultural tapestry. Developed in collaboration with the esteemed trio of Prasoon Joshi from McCann Worldgroup, Shankar Mahadevan, and Bharatbala, the video is meticulously designed to captivate passengers while highlighting the richness and diversity of Indian culture, all while delivering essential safety instructions.
For centuries, Indian classical dance and folk art have been conduits for storytelling and education. Air India’s new inflight safety video integrates safety demonstrations with ‘mudras’ or dance gestures from eight distinct dance forms – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha – representing various regions across the country. Each dance form conveys a specific safety instruction, imparting vital information in an engaging and culturally immersive manner.
Mr Campbell Wilson, CEO & MD of Air India, commented, “As a proud ambassador of India and a longstanding supporter of Indian arts and culture, Air India is thrilled to present a masterpiece that not only delivers essential safety guidance but also showcases the rich cultural tapestry of India to travellers worldwide. Our passengers will find this inflight safety video to be not only informative but also a warm invitation to experience India’s cultural heritage from the moment they step onboard.”
Set to music composed by Grammy Award-winning musician Shankar Mahadevan, the video invites passengers to experience a seamless blend of safety and cultural immersion. This project, spanning approximately six months, involved creators traversing the length and breadth of India to visually capture the essence of the country’s diverse cultural heritage.
‘Safety Mudra’: Mudra, a Sanskrit word and hand mudra that translates to ‘hand gestures,’ is one of the most striking features of Indian classical dance, utilized in the new inflight safety video for demonstration. The video commences with an Air India cabin crew member warmly welcoming a young female passenger, whose attention is captured by 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 playfully peeks through the ‘Vista’, a magical cultural spectacle unfolds before her.
The captivating performance begins with Bharatnatyam, serving as the canvas for seat belt and cabin baggage instructions. The narrative gracefully transitions to pristine seashores with Odissi, where the dance illustrates the art of securing seats and tray tables. Kathakali and Mohiniyattam then take centre stage, eloquently expressing the prohibition of electronic gadgets and smoking onboard – shot in the tranquil backwaters of Kerala. Kathak demonstrates emergency exits and the deployment of oxygen masks.
The safety jacket instructions take a vibrant twist with lively Bihu dancers from Assam, followed by Ghoomar performed in Jaipur, adding a delightful touch to this symphony of safety and culture. Finally, viewers are transported to the fields of Punjab, where Gidda dancers draw attention to the importance of the safety card found onboard.
Mr Shankar Mahadevan, the celebrated Indian music composer and singer, expressed his happiness, stating, “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 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.”
Mr. Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India, and celebrated writer & lyricist, said, “Tasked with the challenge to create a concept that keeps passengers engaged, embodies Indian culture, and elevates the Air India brand globally, we went to great lengths to balance the essential and the evocative. Indian classical dance forms have one unique dimension – storytelling. And that is what made me think of the idea of using these Indian dance forms to deliver 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 made this thought possible. It’s indeed a matter of pride for McCann to work with Air India.”
Mr. Bharatbala, renowned Indian film director, producer, and screenwriter, is thrilled to unveil his newest creation for the new avatar of Air India by Tata, stating, “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. For India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility to 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!”
Initially available on Air India’s newly introduced A350 aircraft, equipped with cutting-edge inflight entertainment screens, the safety video will gradually be rolled out across the entire Air India fleet, ensuring all passengers have the opportunity to experience this innovative and culturally enriching safety demonstration.
More about Air India’s new inflight safety video:
Credits:
• Conceptualisation: Prasoon Joshi of McCann Worldgroup India
• Music: Shankar Mahadevan
• Director: Bharatbala
• Director of Photography: Marc Koninckx
• Choreographer: Brinda Master
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