Incredible! Air India’s Safety Instructions Video Goes Viral

Most of us know about safety instructions video ennui, even as we buckle up our seat belts and wait for take-off. Whether shown as live mime by bored air hostess, or as a video shot with performing robots, take off videos are pushed into the lowest rung of consciousness, except if you are a first time flier. After Tatas took over they are changing many of Air India’s touchpoint profiles — new livery, new aircraft, a whole new attitude to commercial travel’s competitive ethos. McCann Worldwide’s Prasoon Joshi, music icon Shankar Mahadevan and Bharatbala have conjured up a winner in the new safety instruction video which has gone viral. Ingeniously projecting India’s exotic and energetic dances, the safety instructions are embedded and nuanced through eight dance forms set against ancient temple architecture and verdant landscape. India is unique for its art forms…let alone one classical dance, how many countries can boast of such a variety in which the costumes, jewellery and energetic moves make for such an immersive experience? Air India started its first branding image …a child holding up a frame to watch myriad countries to tempt her wanderlust, this new video uses the same frame to view the dances. Incredible India and its facets are packaged in short vignettes…showcasing tourism promo, safety and exotic art all at once. Mile Sur Mera Tumara, Tho Nrithya Bane Hamaara.