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Air India introduces ‘Safety Mudras’, blending inflight safety with India’s cultural diversity, featuring diverse dance forms for an immersive experience.
GURUGRAM, INDIA – Air India unveiled ‘Safety Mudras’, the airline’s new inflight safety video that seamlessly blends safety instructions with the kaleidoscope of India’s vibrant culture. Developed in collaboration with the visionary trio of Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan and Bharatbala, the video is meticulously crafted to engage passengers and showcase the diversity and depth of the Indian culture, while delivering essential safety information.
For centuries, Indian classical dance and folk-art forms have served as mediums of storytelling and instruction. Air India’s new inflight safety video integrates safety instructions with mudras or dance expressions in eight diverse dance forms – Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha – from around the country. Each featured dance form presents a specific safety instruction, providing vital information in an engaging and culturally immersive manner.
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.”
Featuring music composed by Grammy Award-winning music composer and singer Shankar Mahadevan, the video invites passengers to experience a harmonious fusion of safety and culture. This project, spanning approximately six months, involved creators travelling and capturing the essence of India visually through mesmerizing locations across the length and breadth of the country.
The safety video will be initially accessible on Air India’s recently introduced A350 aircraft, which is equipped with state-of-the-art inflight entertainment screens. It will be progressively deployed on other aircraft in Air India’s fleet.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
