Mudras, a characteristic of Indian classical dance, are featured as a means of expression in a new in-flight safety movie.
Air India recently announced “Safety mudra”, the airline’s new in-flight safety video blends safety instructions with a kaleidoscope of India’s vibrant culture. Developed in collaboration with the visionary trio of McCann Worldgroup’s Prasoon Joshi, Shankar Mahadevan and Bharatbala. This video is created to engage passengers and showcase the diversity and depth of Indian culture while providing important safety information.
For centuries, Indian classical dance and folk art have served as a medium of storytelling and instruction. Air India’s new in-flight safety video integrates safety precautions. Mudra Or dance expression through 8 diverse dance forms – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Gidda – From all over the country. Each featured dance form presents specific safety instructions and provides information in a culturally immersive manner.
Campbell Wilson, Chief Executive Officer and MD, Air India We are pleased to present a work of art designed to provide safety precautions.” We share our rich cultural diversity with travelers around the world. Our customers will find this in-flight safety video more immersive and informative and feel a warm welcome to India from the moment they step on board. ”
Featuring music composed by Grammy Award-winning composer and singer Shankar Mahadevan, the video invites passengers to experience a harmonious blend of safety and culture. The nearly six-month long project saw the creators travel to fascinating locations across India to visually capture the essence of India.
The video will initially be accessible on Air India’s recently introduced A350 aircraft, which are equipped with in-flight entertainment screens. The system will be gradually introduced to other Air India aircraft in the future.
credit:
Conceptualization: Prasoon Joshi of McCann Worldgroup India
Music: Shankar Mahadevan
Director: Bharatbala
Director of Photography: Mark Coninx
Choreographer: Brinda Master