Challenged with the task of creating a concept that not only engages passengers but also embodies the essence of Indian culture, elevating the Air India brand globally, Prasoon Joshi, Central Board of Film Certification Chairman, poet, lyricist and screenwriter, who is also the jury member of Showsha Reel awards embarked on a journey to seamlessly blend the essential with the evocative.
Drawing inspiration from the unique dimension of storytelling in Indian classical dance forms, the idea emerged to convey safety instructions through these graceful performances.
“The concept revolves around the belief that Indian dance forms, with their intricate storytelling, have the power to deliver messages with grace and resonate with millions. The decision to integrate this rich art of storytelling into the safety instructions was met with enthusiasm from the Air India team, showcasing their openness to merging functionality with cultural richness," explains Joshi.
Joshi further shares, “Working passionately on a brand we hold dear, our agency, McCann, collaborated with the fantastic Air India team to bring this concept to life. It’s a source of pride for us to contribute to the Air India brand and communicate something as crucial as safety through a classical art form."
This vision wouldn’t have materialized without the invaluable contributions of talented friends. Special acknowledgments go to Shankar Mahadevan for the music, Bhartbala for directing, Marc Koninckx for his cinematography expertise, and Brinda Master for 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 in the country and beyond," signs off Joshi.
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