Shankar Mahadevan
| Photograph Credit score: MURALI KUMAR Ok
The Air India inflight Security Mudras video just lately gained immense recognition amongst netizens for its revolutionary method to conveying flight security directions.
Developed in collaboration with Prasoon Joshi of McCann Worldgroup India, together with Shankar Mahadevan and Bharatbala, the video integrates eight various dance kinds — Bharatanatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha — from numerous areas of India.
Chatting with us en path to Mumbai from Coimbatore, Shankar says, “The entire concept of utilizing the mudras of Indian dance kinds for a security video was initially by Prasoon Joshi, and I used to be anyway doing the theme music for the launch of the revised Air India. Bharat Bala, who’s a pricey good friend, directed the video. Every state in our nation has its personal distinctive dance type, and we determined to make use of a number of musical genres. By incorporating these dance kinds and musical genres, we aimed to interpret security options by means of an enticing musical and dance narrative.”
Impressed by range
Shankar’s method to composing a bit successfully speaking security directions whereas participating and memorable was rooted in India’s huge cultural range. “When an air hostess demonstrates security measures, there’s numerous hand motion in her act. So this video provides a inventive aspect to the sometimes routine security procedures,” he says.
Whereas the venture posed distinctive challenges in comparison with his different musical endeavours, Shankar navigated the duty with finesse, balancing the seriousness of security directions with the inventive expression inherent in music and dance. He says, “It was not only a music. We’re conveying necessary, severe content material to the listener and the viewer. The problem was sustaining the sanctity, seriousness and magnitude of the difficulty we’re discussing, mixed with music and dance.”
For Shankar, the collaboration with Air India was greater than only a musical venture; it was a chance to align with the airline’s model ethos, which is rooted in Indian heritage and tradition. “The music and dance components within the video resonate strongly with the airline’s id, evoking a way of patriotism and delight amongst passengers,” he says.
Setting a pattern
Trying forward, Shankar sees the potential for incorporating music into security demonstrations as a pattern within the airline business. “By leveraging the facility of music and dance, airways can remodel mundane security procedures into memorable experiences that seize passengers’ consideration successfully, “ he says.
Reflecting on his personal behaviour as a passenger, Shankar acknowledges his tendency to get distracted throughout security demonstrations. Nevertheless, he believes a visually wealthy and musical presentation will get consideration, making certain that passengers soak up important security data whereas having fun with the expertise.
