Prasoon Joshi partners with Air India to improve safety through Indian classical dance
Prasoon Joshi has innovatively fused Indian classical dance with safety briefings, a concept adopted by the Air India team, showcasing the power of cultural storytelling to enhance global brand engagement.
Challenged to create a concept that not only attracts passengers but also embodies the essence of Indian culture, elevating the Air India brand globally, Prasoon Joshi, Chairman, Central Board of Film Certification, Poet, Lyricist and screenwriter, who is also the jury. Showsha Reel Awards member embarked on a journey to seamlessly blend the essential with the evocative.
Inspired by the unique dimension of storytelling in Indian classical dance forms, the idea emerged to convey safety instructions through these elegant performances.
“The concept revolves around the belief that Indian dance forms, with their intricate storytelling, have the power to convey messages gracefully and resonate with millions of people. The decision to integrate this rich art of storytelling into safety briefings was enthusiastically received by the Air India team, showing their openness to fusing functionality with cultural richness,” explains Joshi.
Joshi further shares, “Working passionately on a brand we hold dear, our agency, McCann, collaborated with the fantastic team at Air India to bring this concept to life. It is a matter of pride for us to contribute to the Air India brand and communicate something as crucial as safety through a classic art form.”
This vision would not have come to fruition without the invaluable contributions of talented friends. A special shout out to Shankar Mahadevan for the music, Bhartbala for the direction, Marc Koninckx for his cinematic expertise and Brinda Master for the choreography.
“As we celebrate the successful realization of this concept, we eagerly anticipate future collaborations with Air India that will continue to capture the hearts of our audience, both at home and abroad,” concludes Joshi.
