The Outstanding Air India’s Safety Mudras Video Is Soaring

The creative way in which the Air India in-flight Safety Mudras film communicates flight safety guidelines has recently led to its enormous popularity among internet users.

The video, which was created in partnership with Prasoon Joshi of McCann Worldgroup India, Shankar Mahadevan, and Bharatbala, incorporates eight different dance styles from different parts of India: Bharatanatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.

“The whole idea of using the mudras of Indian dance forms for a safety video was initially proposed by Prasoon Joshi, and I was anyway doing the theme music for the launch of the revised Air India,” Shankar tells us in a conversation while travelling from Coimbatore to Mumbai. My good friend Bharat Bala directed the video. We chose to incorporate a variety of musical styles because every state in our nation has a distinctive dance form. Our goal was to create a compelling musical and dance narrative that would explain safety features by combining various dance styles and musical genres.

Motivated by variety
Shankar drew inspiration from India’s rich cultural diversity to create a work that engages listeners and efficiently communicates safety recommendations. “Air hostesses use a lot of hand gestures in their acts when demonstrating safety precautions. Thus, this movie gives the usually mundane safety measures a creative twist,” he argues.

The creative way in which the Air India in-flight Safety Mudras film communicates flight safety guidelines has recently led to its enormous popularity among internet users.
The video, which was created in partnership with Prasoon Joshi of McCann Worldgroup India, Shankar Mahadevan, and Bharatbala, incorporates eight different dance styles from different parts of India: Bharatanatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.

“The whole idea of using the mudras of Indian dance forms for a safety video was initially proposed by Prasoon Joshi, and I was anyway doing the theme music for the launch of the revised Air India,” Shankar tells us in a conversation while travelling from Coimbatore to Mumbai. My good friend Bharat Bala directed the video. We chose to incorporate a variety of musical styles because every state in our nation has a distinctive dance form. Our goal was to create a compelling musical and dance narrative that would explain safety features by combining various dance styles and musical genres.

Shankar handled the assignment with grace, striking a balance between the gravity of safety requirements and the creative expression that comes naturally to song and dance, even if it presented different hurdles than his previous musical undertakings. It was more than just a song, he explains. We are presenting the spectator and listener with significant, weighty information. The difficulty was in balancing music and dancing with the sacredness, gravity, and importance of the topic at hand.

Shankar saw the partnership with Air India as a chance to engage with the airline’s brand image, which is based in Indian tradition and culture, rather than merely a musical endeavour.

establishing a pattern
Shankar believes that the airline industry will likely adopt music-based safety demonstrations as a trend in the near future. When Shankar thinks back on his own actions as a passenger, he admits that he often gets sidetracked during safety instructions. But he thinks a visually stimulating and melodic presentation will draw in viewers and make sure that passengers learn important safety information while having fun.