Air India has released a new inflight safety video which features instructions being delivered through the medium of Indian classical and folk dance forms.
The ‘Safety Mudras’ video was created by music composer and singer Shankar Mahadevan, film director, producer and screenwriter Bharatbala, and writer, lyricist and chairman McCann Worldgroup Asia Pacific Prasoon Joshi.
A total of eight dance forms from across India are featured in the video – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar and Giddha.
Each dance relates to a specific safety instruction, and the video also features music composed by Grammy Award-winning music composer and singer Shankar Mahadevan.
Highlights of the video include the Bharatnatyam dance form becoming “the living canvas for seat belt and cabin baggage instructions”, with Kathakali and Mohiniyattam forms “eloquently expressing the prohibition of electronic gadgets and smoking on board” against a backdrop of the backwaters of Kerala.
Safety jacket instructions are provided by Bihu dancers from Assam, while Gidda dancers in the field of Punjab draw attention to the importance of the onboard safety card.
The project took six months to complete, and involved creators visiting various locations throughout India.
The video will initially be shown on screens in Air India’s recently introduced A350 aircraft, before being deployed across the carrier’s fleet.
Commenting on the video Bharatbala said:
“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. And for India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility on 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!””
The new inflight safety video is part of the transformartion of the Air India brand, which has included new seating and uniforms, record aircraft orders and a redesigned livery and brand idenitity.
