Monday, August 31, 2020

Anatomy of the Vistara safety video: What went into making the viral ad

Vistara last week revealed its first in-flight safety video, which has been very well received and is going viral. The safety video is themed on yoga, which has an instructor showcasing various movements in picturesque offbeat locations across the length and breadth of India while giving inflight safety instructions.

While uniquely themed airline safety videos are not uncommon globally (for example, British Airways has had a long-running series featuring famous British comedians, and Qatar Airways has a star-studded football-themed video), and these videos have been proven to be more watched and therefore the safety message better communicated to those who tend to ignore the more staid safety demos and videos, this was a first for India.  The fact that it starts with a visual of the spectacular and much-in-the-news Pangong Lake also led to some buzz.

The video however was scripted and shot much earlier — in September last year — and Pangong Lake was chosen as the opening scene simply because it is arguably the most visually spectacular place in India, a place I had personally fallen in love with since I first visited Leh in 2016, scoping it out for Vistara’s operations to it that began shortly thereafter.

The team the conceptualised Vistara’s safety video was also behind the very well-received and popular 'Vistara Retrojet', an Airbus A320 painted in the colours of the original Tata Air Lines of the 1940s that was founded by JRD Tata and eventually became Air India, and featuring on occasion crew dressed in retro-uniforms harking back to the “glory days of flying” of the 1950s and 1960s, on flights featuring menus inspired by Taj Hotels and JRD Tata’s favourite meals as remembered by their chefs.
31/08/20 Sanjiv Kapoor/Moneycontrol
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