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Air India’s new safety video celebrates India’s cultural heritage; Watch

Air India’s new safety video celebrates India’s cultural heritage; Watch

Air India’s new safety video celebrates India’s cultural heritage; Watch


Mangalore Today News Network/News18

February 26, 2024: Air India, the renowned airline under the Tata Group’s umbrella, has unveiled a new in-flight safety video titled Safety Mudra, drawing inspiration from India’s cultural heritage and its array of folk-art forms. This innovative initiative aims to engage passengers while highlighting the country’s rich cultural tapestry.

 

Air India


Air India shared the video on X (Formerly Twitter), stating, “For centuries, Indian classical dance and folk-art forms have been a medium of storytelling and instruction. Today, they convey a new narrative— that of inflight safety.”

 


The unveiling of Safety Mudra marks a significant moment for Air India, as the airline combines safety instructions with the artistry of Indian classical dance and folk forms. The video integrates mudras, or hand gestures, from eight distinct dance forms, including Bharatnatyam, Kathak, Bihu, Kathakali, Odissi, Mohiniyattam, Ghoomar, and Giddha, each presenting specific safety instructions in a visually compelling and culturally immersive manner.

Music composer Shankar Mahadevan praised the airline for “creating something that has never been done before” in the music for the video. India Today quoted him as saying that, in keeping with Air India’s recent developments, their safety education video is innovative and very “culturally rich.”

Prasoon Joshi, involved in the video’s creation, emphasised the careful balance between essential safety information and artistic expression to the news outlet. He claimed that they put a lot of effort into combining the realistic with the poetic.

Explaining the concept further, Joshi highlighted the storytelling aspect of Indian classical dance forms. These dances, he claimed, are fundamentally about communicating stories. That, he said, is what inspired him to provide the aviation safety guidelines utilising these Indian dancing styles.

Director Bharatbala discussed the video’s ability to immerse passengers in India’s culture. He said that through this video, passengers can experience India “visually, musically and emotionally.” Filming the dancers in various locations was intentional, meant to give each dance form its unique representation.

Campbell Wilson, CEO & MD of Air India, expressed the airline’s delight in presenting a blend of art and safety. “Our guests will find this in-flight safety video to be more immersive and informative,” he said, “offering a warm welcome to India from the moment they step onboard.”

Initially available on Air India’s A350 aircraft, equipped with advanced in-flight entertainment screens, the safety video will be gradually rolled out across the airline’s fleet.


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