Highlights of the video include the Bharatnatyam dance form becoming “the living canvas for seat belt and carry-on instructions,” with the Kathakali and Mohiniyattam forms “eloquently expressing the ban on electronics.” and smoking on board” against the backdrop of the backwaters of Kerala.
Safety vest instructions are provided by Bihu dancers from Assam, while Gidda dancers in the countryside of Punjab draw attention to the importance of safety card on board.
The project took six months to complete and involved the creators visiting various locations in India.
The video will initially be displayed on screens on Air India's recently launched A350 aircraft, before being rolled out across the airline's entire fleet.
Air India takes delivery of first A350-900
Commenting on the video, Bharatbala said:
“Having previously worked on projects showcasing India's cultural diversity, this nuanced opportunity from Air India allowed me to present our timeless forms of classical and folk art with a contemporary vision.
“We are an old country but with a modern look. And for India's leading global airline, Air India, to communicate a safety mandate in this way brought even more responsibility to me to create a spectacle.
“Filming through beautiful landscapes and monuments, giving each dance form its pride of place, is truly an enriching experience. This journey allows passengers to experience India visually, musically and emotionally on a large canvas.
“This film will go down as one of my special creations and I hope it will be a further contribution to the rich legacy of Air India. Welcome aboard!””
The new in-flight safety video is part of the Air India brand transformation, which has included new seats and uniforms, register aircraft orders and a redesigned livery and brand identity.
Air India unveils new livery and brand identity
airindia.com
