Air India, the country’s premier global airline, has introduced ‘Safety Mudras’, a captivating inflight safety video that seamlessly weaves together safety instructions with the colorful tapestry of India’s vibrant cultural heritage. Created in collaboration with the visionary trio of Prasoon Joshi from McCann Worldgroup, Shankar Mahadevan, and Bharatbala, this video is intricately crafted to engage passengers while showcasing the diversity and richness of Indian culture, all while imparting essential safety information.
Drawing from centuries-old traditions, Indian classical dance and folk-art forms have long served as vehicles for storytelling and education. Air India’s innovative inflight safety video incorporates mudras, or dance expressions, from eight distinct dance forms including Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha. Each dance form is cleverly utilized to convey specific safety instructions, ensuring passengers receive vital information in a captivating and culturally immersive manner.
Campbell Wilson, CEO and MD of Air India, expressed the airline’s pride in presenting this unique blend of art and safety to travelers worldwide. He emphasized the video’s role in offering guests a more immersive and informative experience, serving as a warm welcome to India from the moment they board.
The music for the video, composed by Grammy Award-winning musician Shankar Mahadevan, adds an extra layer of harmony to the fusion of safety and culture. This ambitious project, spanning approximately six months, involved capturing the essence of India through visually stunning locations across the country.
Initially available exclusively on Air India’s A350 aircraft equipped with state-of-the-art inflight entertainment screens, the safety video will gradually roll out across the airline’s fleet.
Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific and CEO of McCann Worldgroup India, described the creative process behind the concept, highlighting the storytelling aspect inherent in Indian classical dance forms. He expressed gratitude for the opportunity to collaborate with Air India on this innovative project.
Shankar Mahadevan, renowned Indian music composer and singer, expressed his delight in contributing to the video’s music, praising Air India for its groundbreaking approach and cultural richness.
Bharatbala, Indian film director, producer, and screenwriter, reflected on the opportunity to showcase India’s cultural diversity in a contemporary light. He emphasized the responsibility of presenting classical and folk-art forms with a modern outlook and expressed hope that the video would serve as a visually, musically, and emotionally enriching experience for passengers.
In bringing together the timeless beauty of Indian dance forms with modern technology, Air India’s ‘Safety Mudras’ video stands as a testament to the airline’s commitment to innovation and cultural celebration. Welcome aboard this unique journey through the heart and soul of India.
Credits
BRAND: Air India
AGENCY / CREATIVE: McCann India
CREATIVE: Prasoon Joshi
PRODUCTION: McCann India
DIRECTOR: Bharatbala
DIRECTOR OF PHOTOGRAPHY: Marc Koninckx
CHOREOGRAPHER: Brinda Master