More about Air India’s new inflight safety video
‘Safety Mudra’: Mudra, a Hindi word that translates to ‘(hand) gestures,’ is one of the most striking features of Indian classical dance as a form of expression, used in the new inflight safety video for demonstration.
About the video: The video unfolds with an Air India cabin crew member warmly welcoming a young female passenger, whose gaze is drawn to the Air India ‘Vista’ (a golden window frame unveiled last year as an integral part of Air India’s new global brand identity). As she playfully peeks through the ‘Vista’, a magical cultural spectacle unfolds before her — a melodic and rhythmic blend of eight classical or folk dances from across India delivering flight safety instructions.
Credits:
· Conceptualisation: Prasoon Joshi of McCann Worldgroup India
· Music: Shankar Mahadevan
· Director: Bharatbala
· Director of Photography: Marc Koninckx
· Choreographer: Brinda Master
About Air India:
Founded by the legendary JRD Tata, Air India pioneered India’s aviation sector. Since its first flight on October 15, 1932, Air India has built an extensive domestic network with non-stop flights to cities around the world, across the USA, Canada, UK, Europe, Far-East, South-East Asia, Australia, and the Gulf. After 69 years as a government-owned enterprise, Air India and Air India Express were welcomed back into the Tata group in January 2022.
Air India is navigating through a major five-year transformation roadmap under the aegis of Vihaan.AI, with an ambition to become a world class airline with an Indian heart. The first phase of this transformation, the taxi phase was recently concluded, and focused on fixing the basics. These included bringing back to service many long grounded aircraft, addition of talent across flying and ground functions, rapid upgradation of technology and strengthening of customer care initiatives amongst others. A member of Star Alliance, the largest global airline consortium of leading international airlines, Air India offers seamless connectivity and facilities to passengers all over the world.
