Dance Trance by Sandip Soparrkar

If you are a frequent flyer with Air India or just someone who loves to see new things on the internet then you surely have seen the new Air India inflight Safety Mudras video which gained immense popularity among netizens for its innovative approach to conveying flight safety instructions. The video is developed in collaboration with Prasoon Joshi of McCann Worldgroup India, along with Shankar Mahadevan and Bharatbala.

Initially, the safety video will be accessible on Air India's A350 aircraft. "Air India's new inflight safety video integrates safety instructions with mudras and dance expressions in eight diverse dance forms -- Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha -- from around the various regions of the country. Each featured dance form presents a specific safety instruction, providing vital information in an engaging and culturally immersive manner," the airline said in a press release.

The world of Indian classical dance is super excited seeing this safety instruction video and feels that it is one of the best ways to popularise the Indian art forms. Talking about it, Odissi and Bharatnatyam legend Padma Vibhushan Dr Sonal Mansingh said, “Dance as a medium for conveying social messages has been an ancient tradition because it combines message with beautiful visuals. Ideas come alive. They appeal to mind, eyes & heart. I applaud Air India for this unique initiative which may set new standards in advertising.”

Dr. Sandhya Purecha, Chairperson Sangeet Natak Akademy said, “I believe in ‘Nrityam Sanskriti Samvardhanam' a quote from the vedas which highlights the importance of dance in promoting our culture and this initiative by Air India is an excellent way of portraying our traditional Indian dances and rich culture with brilliant outreach. I also applaud the great use of abhinaya skills in this video along with showcasing the beauty and diversity of our many dance forms. SNA thanks and appreciates the efforts of Air India in propagating Indian dance worldwide in a beautiful manner.”

Campbell Wilson, CEO and managing director, Air India, said, "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.”   

Prasoon Joshi, chairman McCann Worldgroup Asia Pacific, CEO and CCO McCann Worldgroup India, said, “Tasked with the challenge to create a concept that keeps passengers engaged, embody Indian culture and elevate the Air India brand globally, we went to great lengths to poise the essential and the evocative. Indian classical dance forms have one unique dimension - storytelling. And that is what made me think of this idea of using these Indian dance forms to deliver the safety instructions for air travel. I am fortunate that this idea found resonance with the fantastic Air India team. And, with a long time friend and ever brilliant Bharat Bala who directed the video and really made this thought possible. It’s indeed a matter of pride for McCann to work with Air India." 

More dancers, dance institutes and dance festival organisers are overwhelmed seeing the safety instruction video gain popularity. Dr. Uma Rele, Principal Nalanda Nritya Kala Mahavidhyala said, “Air India safety measures video through Indian Dances and Hastas (Indian Dance language) is a true celebration of Bharitiya Sanskruti and Bharatiya kala of Nritya. Air India has proved to have a true Indian heart with a purpose.” Renowned Kathak Guru and scholar Padmashree Shovana Narayan said, “I saw this new Air India safety instruction advertisement with classical and folk dances. It is very exquisitely done and is a wonderful recognition of our great traditional heritage. I would like to congratulate the creators of this video for taking this project up. They have aired it and recorded it so beautifully and displayed it very creatively.”

Dance Head of National Center of Performing Arts (NCPA) Ms. Swapnokalpa Dasgupta said, ‘It's very heart-warming to see dance being featured in mainstream media. I believe the more we see, the more we want to see! This beautiful initiative shows that we honour and regard our traditional art forms and this message in turn will encourage our next generation to do so. Children learn by observing. Today if we are being inclusive in the way we creatively and effectively apply traditional arts in modern concepts, tomorrow our children will start doing it too and in the future no such traditional knowledge stream will have to worry about being extinct.’    

Talking about the video one of Pandit Birju Maharaj’s favourite disciple who is also the choreographer of Heeramandi Guru Vijayshree Chaudhary said, ‘Air India has presented our ancient and traditional dances very elegantly, sending out an important message wrapped with pure dance steps and moves has been very aesthetically done. I feel even more proud as my Guru Pandit Birju Maharaj ji’s bandish has been creatively used in the advertisement by Shankar Mahadevan ji. I believe it is a great way to attract our youth as well as the common man toward our rich dance heritage and culture.’

Shankar Mahadevan who created the music for this video is most thrilled with his work, he said, “My collaboration with Air India was more than just a musical project; it was an opportunity to align with the airline’s brand ethos, which is rooted in Indian heritage and culture. The music and dance elements in the video resonate strongly with the airline’s identity, evoking a sense of patriotism and pride among passengers,”  

While the project posed unique challenges compared to his other musical endeavours, Shankar navigated the task with finesse, balancing the seriousness of safety instructions with the artistic expression inherent in music and dance. He further added, “It was not just a song for me. We are conveying important, serious content to the listener and the viewer. The challenge was maintaining the sanctity, seriousness and magnitude of the issue we are discussing, combined with the values of our music and dance.”

The safety instruction video by Air India is inspired by the diversity of India and is surely going to be a trendsetter in the world of advertising. So, next time you are flying Air India I am sure you will not be distracted during the old and mundane safety demonstrations. I am sure a visually rich and musical presentation will get your attention, ensuring that you and all other passengers absorb vital safety information while enjoying the experience of India through its rich and diverse dance forms and music.