Giving safety briefings a shot in the arm
Why the campaign rocks:
As part of the campaign, a range of mudras, or gestures, representing diverse dance forms from India, were employed to inject interest into the mundane. While many airline passengers typically tune out during in-flight safety demonstrations, all eyes remained wide open as eight distinct dance forms — Bharatanatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar and Giddha — from various regions of India were creatively integrated to underscore airline safety protocols via a video.
When the cabin crew greets passengers with a “Namaskar” under the leadership of the Tata group, its new owner, it symbolises the culmination of years of dedicated service to the nation by the group. This gesture underscores the importance of hospitality, care and trust, inherent in everything they do. With deep roots in the country, its people and ethos, the brand has become an integral part of India’s culture.
Gaining a profound understanding of India’s art lends a graceful tailwind to the culture of hospitality. Needless to say, the mundane is now ascending in the human eye.
Campaign: Safety Mudras
Brand: Air India
Agency: McCann and Bharatbala Productions
— As told to Geetika Srivastava