[ad_1]
Which was the best in-flight safety demonstration that you ever watched? Air New Zealand, British Airways, Qantas, Thomson Airlines (now defunct), Turkish Airlines, Virgin Atlantic, Delta Air, Air France are some names that come to mind.
Soon, Air India could make it to that elite circle. In a space which is often considered dull and boring, ad agency McCann Worldgroup India has decided to take the unbeaten path. In a safety demonstration video, the agency tapped into the rich cultural diversity and showcases inflight demonstration through the dances of India.
A Bharatnatyam dancer opens the video telling passengers to wear a seatbelt and store luggage in the overhead compartment. An Odissi dancer demonstrates how to keep the seat upright and close the tray tables and open the window shades.
A Kathakali dancer and a team of Mohiniattam dancers arrive on the scene with a list of no-nos. A Kathak dancer demonstrates how to locate the emergency exit. Ghoomar from Rajasthan takes over the show to talk about following the indicators in an emergency situation. Bihu demonstrates how to wear a life vest and where to locate them. Giddha from Punjab tells people to read the instruction sheet.
The campaign is directed towards driving engagement in inflight safety video in a scenario where attention spans are wafer thin and dropping by the day.
Called Safety Mudras the campaign is a departure from the bullet point format of in-flight safety demonstrations that one is accustomed to watching. Did someone say ‘ballet’ points?
[ad_2]
Source link