Air India showcases safety through dance with 'Safety Mudras' demonstration

Air India has introduced a captivating and culturally immersive inflight safety video titled 'Safety Mudras.' Crafted in collaboration with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan, and Bharatbala, the video seamlessly integrates safety instructions with the kaleidoscope of India's vibrant culture. Featuring eight diverse dance forms - Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha - the video utilizes mudras or dance expressions to convey specific safety instructions.

The CEO & MD of Air India, Campbell Wilson, expressed pride in presenting this work of art that combines essential safety information with a showcase of India's rich cultural diversity. The project, spanning approximately six months, involved capturing the essence of India through mesmerizing locations across the country.

The video, accompanied by music composed by Grammy Award-winning Shankar Mahadevan, aims to offer passengers a harmonious fusion of safety and culture. Initially accessible on Air India's A350 aircraft with advanced inflight entertainment screens, it will later be deployed across the airline's fleet.

Prasoon Joshi, Chairman of McCann Worldgroup Asia Pacific, highlighted the challenge of embodying Indian culture and enhancing the Air India brand globally. He emphasized the unique storytelling dimension of Indian classical dance forms, making them ideal for delivering safety instructions.

Shankar Mahadevan expressed pride in contributing to a pathbreaking and culturally rich safety instruction video. Bharatbala, the Indian film director, described the project as an opportunity to showcase India's cultural diversity with a contemporary vision, bringing a modern outlook to the ancient country. 'Safety Mudra' represents a unique approach to safety demonstrations, utilizing the expressive hand gestures of Indian classical dance to engage and inform passengers.