Tag: Air India

India – Air India, India’s global airline, today unveiled ‘Safety Mudras’, a new in-flight safety movie that blends safety instructions with India’s vibrant culture. The video features a dancing style that is on display and provides a particular safety lesson, imparting important knowledge in an interesting and culturally relevant way. 

The video, which was created and produced in partnership with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan, and Bharatbala, is carefully designed to impart vital safety information, engage passengers, and highlight the richness and diversity of Indian culture.

Indian folk art and classical dance have been used as teaching and narrative tools for ages. The latest in-flight safety film from Air India blends safety instructions with eight different dance forms from throughout the nation: Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.

A young female passenger is shown in the video being warmly greeted by an Air India cabin staff member, and her attention is brought to the Air India “Vista,” a golden window frame that was revealed last year as a key component of Air India’s new global brand identity. A beautiful cultural display opens up before her as she glances playfully through the ‘Vista’.

The video, which features music by singer-composer Shankar Mahadevan, urges viewers to experience a combination of culture and safety. This project, which took place over the course of six months, required the creators to journey throughout India and visually capture the essence of the nation through captivating places.

Modern in-flight entertainment screens on Air India’s recently launched A350 aircraft would be the only place where passengers may first view the safety movie. It will gradually be installed on further Air India planes.

Speaking about the safety video, Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup, said, “Tasked with the challenge to create a concept that keeps passengers engaged, embody Indian culture and elevate the Air India brand globally, we went to great lengths to poise the essential and the evocative. Indian classical dance forms have one unique dimension – storytelling. And that is what made me think of this idea of using these Indian dance forms to deliver the safety instructions for air travel.” 

He added, “I am fortunate that this idea found resonance with the fantastic Air India team. And, with a longtime friend and ever brilliant Bharatbala who really made this thought possible. It’s indeed a matter of pride for McCann to work with Air India.” 

Meanwhile, Shankar Mahadevan, singer and music composer, expressed, “I am very happy I got to create the music for the safety instruction video for Air India. With the new chapter of Air India, their safety instruction video too is pathbreaking and very culturally rich. It is a combination of the various dance forms from India – with the dancers demonstrating the safety briefing actions by way of mudras. The music changes as per the dance form as well. Cheers to Air India for creating something that has never been done before, I am very proud to be a part of this.” 

Furthermore, Bharatbala, Indian film director, producer and screenwriter, stated, “Having previously worked on projects that showcase the cultural diversity of India, this nuanced opportunity from Air India, enabled me to present our timeless classical and folk-art forms with a contemporary vision. We are an ancient country but with a modern outlook. And for India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility on me to create a spectacle.” 

“Filming across the beautiful landscapes and monuments, giving each dance form its place of pride, is truly an enriching experience. This journey enables the passengers to experience India visually, musically, and emotionally on a grand canvas. This film will be etched as one of my special creations and I hope will be an added feather in the rich legacy of Air India. Welcome on board!” Bharatbala added. 

India – McCann Worldgroup India has won the duty for Air India‘s advertising and marketing communications. Before choosing McCann Worldgroup India, the international airline, supported by the Tata group, had a detailed evaluation process that included several agencies.

The agency plans to develop a branding platform and put into operation a wide range of multi-channel marketing communications. This collaboration’s selection procedure included a comprehensive assessment as part of a multi-agency presentation.

Nipun Aggarwal, chief commercial and transformation officer, Air India,said, “We are building Air India as a ‘Global Airline with an Indian Heart’. This is a brand that is close to the heart of flyers around the world, and the new Air India will be a manifestation of the aspirations of the global Indian. With McCann Worldgroup as a partner, we expect to transform the brand into one of the most admired and trusted brands in India and overseas.”

Meanwhile, Prasoon Joshi, CEO and CCO at McCann Worldgroup India, expressed, “Air India is a brand that inspires us, and we are excited to partner with them as they chart a new course. We are thankful to our stellar management team at McCann Worldgroup India and our global leadership for their contributions. We look forward to collaborating with Air India and offering the best-in-class strategic and creative services that build on and take the brand to newer heights” 

Daryl Lee, Global CEO, McCann Worldgroup, concludes, “We are honoured to partner with Air India at this pivotal and exciting time in the brand’s history,” he also added, “Air India’s ambition is bold, their heritage is undeniable, and the opportunity to showcase the wonders of today’s India is immense. It is our privilege to write the next great chapter of this iconic brand for the world, and to help Air India earn an even more meaningful role in people’s lives in India and around the globe.”

New Delhi, India – India’s flag carrier airline Air India has appointed Ronit Baugh as its new lead of corporate communications.  Baugh made the announcement through a public LinkedIn post on January 9. 

In his new role, Baugh will be bringing his experiences as a communications specialist in various sectors, as well as his expertise in devising communication strategies, driving campaigns, and leadership.

“It thrills me to be joining the global airline at a time when it stands on the cusp of transformational change. As a communicator, it is this story of what is, arguably, one of the most challenging turnarounds in aviation history, that I am most excited to tell,” the post read.

Prior to joining Air India, Baugh was head of corporate communications at airline Jet Airways. He also held the communications and public affairs lead for India at the Oxford University Press.

Air India has also previously appointed Campbell Wilson as its chief executive officer and managing director in May last year.

Mumbai, India – Campbell Wilson, formerly the chief executive officer of Singapore Airlines’ low-cost subsidiary Scoot, has been appointed by Indian conglomerate Tata Group to be Air India’s new chief executive officer and managing director. The Air India board approved the appointment of Wilson subject to requisite regulatory approvals.

He brings into Air India 26 years of aviation industry expertise across both full service and low-cost airlines. 

Wilson was the founding CEO of Scoot, which he led until 2016. He then served as the senior vice president of sales and marketing of SIA, where he oversaw pricing, distribution, e-commerce, merchandising, brand and marketing, global sales, and the airline’s overseas offices, before returning for a second stint as the CEO of Scoot in April 2020.

Speaking about his appointment, he said, “It is an honour to be selected to lead the iconic Air India and be a part of the highly respected Tata group. Air India is at the cusp of an exciting journey to become one of the best airlines in the world, offering world-class products and services with a distinct customer experience that reflects Indian warmth and hospitality. I am excited to join Air India and Tata colleagues in the mission of realising that ambition.”

Meanwhile, N Chandrasekaran, chairman at Air India, commented, “I am delighted to welcome Campbell to Air India. He is an industry veteran having worked in key global markets cutting across multiple functions. Further, Air India would benefit from his added experience of having built an airline brand in Asia. I look forward to working with him in building a world-class airline.”