Air India is currently in the process of reinventing itself, which includes a rebranding. As part of this, the airline has just unveiled a new safety video, and I’m impressed!
Air India’s “Safety Mudras” video
Air India has today released its new safety video, named “Safety Mudras,” which is intended to seamlessly blend safety instructions with India’s vibrant culture. Air India describes the new video as being “meticulously crafted to engage passengers and showcase the diversity and depth of the Indian culture, while delivering essential safety information.”
The new video showcases Indian classical dance and folk-art forms. The video shows mudras (dance expressions) in eight dance forms, comprised of Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.
Each dance form presents a specific safety instruction, intended to provide vital information in an engaging and culturally immersive manner. Music in the video is from Grammy Award-winning music composer and singer Shankar Mahadevan.
Here’s how Air India CEO Campbell Wilson describes the new video:
“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.”
The new safety video will initially be screened on Air India’s new Airbus A350s, and will progressively be deployed on other aircraft as well.
You can watch Air India’s new safety video for yourself below.
I really like Air India’s new safety video
In recent years we’ve seen airlines invest quite a bit in safety videos, viewing it as a form of marketing. After all, there aren’t many things that every single passenger on a flight will be forced to watch.
Airlines take all kinds of different approaches with safety videos, from humor, to promoting their home country, to beautiful visuals. I’ve gotta say, I really like Air India’s new safety video:
- It’s not unnecessarily long, as it’s well under five minutes
- The video is visually beautiful, and I’m sure Indians and foreigners alike will enjoy watching this
- The instructions in the video are presented clearly
- The video has nice music as well, so even frequent flyers shouldn’t grow tired of this video (unlike some videos that feel like comedy routines)
I find this to be a classy, agreeable, and beautiful safety video. Air India continues to impress me with its transformation, and this video is no exception.
Bottom line
Air India has unveiled a new safety video, which incorporates dance into the safety instructions. I think this new safety video is great, and strikes the right balance between clearly sharing instructions while engaging passengers and integrating Indian culture.
What do you make of Air India’s new safety video?
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