An Original Take on Air India’s In-Flight Safety Instructions by Prasoon Joshi

Prasoon Joshi, the chairman of the Central Board of Film Certification, a poet, lyricist, screenwriter, and member of the Showsha Reel awards jury, was tasked with coming up with an idea that would not only engage passengers but also embody the essence of Indian culture, elevating the Air India brand globally. Joshi set out to create a concept that would do just that—blend the essential with the evocative.

Inspired by the distinct narrative aspect of Indian classical dance styles, the concept of using these elegant performances to spread safety messages arose.

The idea is based on the conviction that millions of people can relate to and learn from Indian dance styles’ complex narratives, which have the ability to convey concepts elegantly. The Air India staff responded enthusiastically to the idea of incorporating this rich storytelling craft within the safety guidelines, demonstrating their willingness to combine practicality with cultural depth,” says Joshi.

Joshi goes on to say, “Our agency, McCann, worked with the amazing Air India team to bring this idea to life while working passionately on a brand we hold dear. We take great satisfaction in our ability to support the Air India brand and use a traditional artistic medium to convey a message as important as safety.”

Without the wonderful assistance of skilled friends, this idea would never have come to pass. Special thanks to Brinda Master for the choreography, Marc Koninckx for his skill in photography, Bhartbala for directing, and Shankar Mahadevan for the music.

“Celebrating the triumphant actualization of this idea, we enthusiastically look forward to forthcoming partnerships with Air India that will persistently captivate the hearts of our viewers, domestically and internationally,” concludes Joshi.