Air India celebrates Indian dance forms in new inflight safety video

Air India has rolled out a campaign to promote its new inflight safety video ‘safety mudras' (safety gestures), which seamlessly blends safety instructions with the vibrant culture of India.

Conceptualised by McCann Worldgroup, the video is meticulously crafted to engage passengers and showcase the diversity of timeless Indian dance forms, while delivering essential safety information. It 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, with the dancers demonstrating the safety briefing actions by way of 'mudras' (gestures). It also features background music composed by singer Shankar Mahadevan.

 

Campbell Wilson, CEO and managing director, 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, chaiman McCann Worldgroup Asia Pacific, CEO and CCO McCann Worldgroup India, said, “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."

 

Joshi added, "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."