Air India, India’s leading global airline, unveiled ‘Safety Mudras’, the airline’s new inflight safety video that seamlessly blends safety instructions with the kaleidoscope visionary trio of Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan and Bharatbala. The video is meticulously crafted to engage passengers and showcase the 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 instruction forms - Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha - from around the country. Each featured dance form presents a specific safe culturally immersive manner.
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.
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 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 music composed by Grammy Award-winning music composer and singer Shankar Mahadevan, the video invites passengers to experience a harmonious fusion of months, involved creators travelling and capturing the essence of India visually through mesmerizing locations across the length and breadth of the country. The safety video will be initially accessible on Air India’s recently introduced 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.