Air India has launched a new inflight safety video featuring traditional Indian folk dance. It integrates safety instructions with mudras or dance expressions in eight diverse dance forms. Take a look at it here.
New inflight safety video
Air India has launched a new inflight safety video integrating safety instructions with mudras or dance expressions in eight diverse dance forms:
- Bharatnatyam from Tamil Nadu
- Bihu from Assam
- Kathak from Uttar Pradesh
- Kathakali from Kerala
- Mohiniyattam from Kerala
- Odissi from Odisha
- Ghoomar from Rajasthan
- Giddha from Punjab
Air India says that each featured dance form presents a specific safety instruction, providing vital information in an engaging and culturally immersive manner.
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The video has been developed in collaboration with McCann Worldgroup Asia Pacific Chairman and lyricist Prasoon Joshi, musician Shankar Mahadevan and film director Bharatbala.
Air India says that the key objective here is to “engage passengers and showcase the diversity and depth of the Indian culture while delivering essential safety information”. This project, spanning approximately six months, involved creators travelling and capturing the essence of India visually through locations across the length and breadth of the country.
The new safety video will first be displayed on the new Airbus A350-900 aircraft, after which it will be progressively rolled out on other aircraft.
Cool
Inflight safety videos are generally a chance for an airline to show its roots i.e. where it comes from and which traditions it integrates into its branding. Here, Air India has done exactly that by incorporating the rich folk dances of India into the new safety video, showcasing it globally.
In the 1970s when Air India was at its peak under the leadership of Mr. JRD Tata, the airline was famous for showcasing Indian culture in the skies. Cabin crew used to wear sarees, the walls of the aircraft used to have traditional Indian murals and the table ware used to have subtle touches of India’s culture.
Now, some might argue that safety videos should be simple and should have clarity in what it is supposed to show. However, I personally think that Air India has done a great job here by balancing between showing the safety aspects and the different dance forms.
Featured image by Air India
What do you think of Air India’s new inflight safety video? Let me know in the comments section below.
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