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Air India new campaign  ‘Safety Mudras’ Promoting Safety with a Touch of India’s Heritage

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Air India has recently introduced its latest inflight safety campaign titled ‘Safety Mudras’, which seamlessly merges safety guidelines with the diverse spectrum of India’s dynamic culture. Created through a collaboration with the innovative trio comprising Prasoon Joshi from McCann Worldgroup, Shankar Mahadevan, and Bharatbala, the video aims to actively involve passengers while highlighting the multifaceted richness and depth of Indian culture, all while conveying crucial safety instructions.

Air India “Safety Mudras” Campaign


Air India has recently introduced ‘Safety Mudras’, its fresh inflight safety video that seamlessly blends safety directives with the vibrant panorama of India’s culture. Crafted in collaboration with the visionary trio of Prasoon Joshi from McCann Worldgroup, Shankar Mahadevan, and Bharatbala, the video aims to engage passengers while highlighting the diversity and richness of Indian culture, alongside imparting essential safety information.

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For centuries, Indian classical dance and folk-art have served as channels for storytelling and education. Air India’s innovative inflight safety video integrates safety instructions with mudras, or dance expressions, from eight diverse dance forms including Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha. Each dance form is utilized to convey specific safety instructions, offering information in a culturally immersive manner.

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Featuring music composed by Grammy Award-winning composer and singer Shankar Mahadevan, the video invites passengers to immerse themselves in a harmonious fusion of safety and culture. This project, spanning approximately six months, involved creators traveling across India to capture its essence visually in mesmerizing locations.

Initially accessible on Air India’s newly introduced A350 aircraft equipped with inflight entertainment screens, the video will gradually be deployed across the airline’s entire fleet.

What do experts have to say about this campaign?

Air India new campaign  'Safety Mudras' Promoting Safety with a Touch of India's Heritage
Campbell Wilson

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 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.”

Conclusion


In conclusion, Air India’s ‘Safety Mudras’ initiative represents a groundbreaking approach to inflight safety, seamlessly blending essential instructions with the vibrant tapestry of Indian culture. Developed through a collaborative effort with creative visionaries, the video showcases the diverse dance forms of India, each conveying specific safety messages in a culturally immersive manner. With captivating music by Shankar Mahadevan and visually stunning imagery capturing India’s essence, this project not only ensures passenger safety but also offers a unique and engaging inflight experience. As it rolls out across Air India’s fleet, ‘Safety Mudras’ sets a new standard for safety demonstrations, demonstrating the airline’s commitment to both safety and cultural heritage.

Credits:

Conceptualisation: Prasoon Joshi of McCann Worldgroup India
Music: Shankar Mahadevan
Director: Bharatbala
Director of Photography: Marc Koninckx
Choreographer: Brinda Master

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