One of the many ways Air India is trying to differentiate itself is by presenting itself in a more evolved format, such as the new brand rollout. Now, as Air India has rolled out the first of its new aircraft, the A350-900, the airline has also unveiled its first in-flight safety instruction video.
Air India’s new In-flight Safety Video
Today, Air India released its first-ever in-flight safety video that will be displayed in its brand-new A350-900 aircraft and progressively rolled out on other aircraft. The new safety video combines necessary instructions demonstrated through various Indian dance forms.
The key objective, as per Air India, is to engage passengers and showcase the diversity and depth of the Indian culture while delivering essential safety information. Air India, though, is not the first one to do so. Sister airline, soon to be merged with it, Vistara, started the trend in India with a Yoga-themed video that went on the inflight aircraft screens in 2020.
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. 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 safety video has been developed in collaboration with Prasoon Joshi of McCann Worldgroup and Bharatbala, featuring music composed by Grammy Award-winning music composer and singer Shankar Mahadevan.
What do you think of the new Air India Safety Video?
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love it. better than the boring videos which nobody watches.