Times Hollywood Network flags off FIT UP initiative for Yoga Day

Yoga expert Sarah Jane Dias will perform asanas in a series of short videos which will play during the ad breaks across the channels

e4m by exchange4media Staff
Updated: Jun 23, 2021 11:54 AM
fit up

Celebrating International Yoga Day, Times Hollywood Network, Movies NOW, MNX, Romedy NOW and MN+ has announced FIT UP, a special initiative that will motivate viewers to stay fit & active while watching their favorite Hollywood movies. The Network has roped in Bollywood Actor and yoga expert, Sarah Jane Dias who will help viewers kickstart their fitness journey with fun, effective and easy to do yoga asanas presented through series of curated short videos which will play during the ad breaks between the 7 am to 7pm movies across the channels.  

With Work from Home becoming the new normal, restrained physical activity has been a major challenge to people’s mental and physical health.  Starting this Yoga day, the 10-day long initiative will encourage viewers to perform 10 different yoga asanas includingTadasana, Uttanasana,Trikoaasana and Bhujangaasa, focussed to help relieve stress, anxiety and other common strains & sprains induced by the WFH environment. 

Vivek Srivastava, President - Strategy and Business Head - News and English Entertainment Cluster, Times Network said,“The COVID-19 pandemic hasimpacted our lives and redefined how we work, our lifestyle choices and triggered a significant increase in time spent in front of the TV screens. As a premium network that houses the best-in-class English Entertainment channels, we are committed to initiatives that add more meaning to entertainment. FIT UP is our endeavor to inspire viewers to take charge of their wellbeing and break free from sedentary lifestyle while continuing with the daily dose of entertainment. “ 

Dialling up the engagement quotient across digital platforms, Movies NOW, MNX, Romedy NOW and MN+social media handleswill host a series of interactive activities, which will help viewers stay informed and take a step closer to choosing a healthier life. Through Fit-Up IG AR Filter, consumers can recreate a yoga pose within the outline provided. As a part of the launch on Yoga Day, the channels will run an Instagram reel challenge, #FitUpwithSarah, a contest through which consumers can replicate the yoga asana posted by Sarah Jane Dias. 

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