Home-grown brands join the buzz around yoga

The volume of yoga conversations on social media has also seen a rise

e4m by exchange4media Staff
Updated: Jun 24, 2020 3:14 PM
Yoga Day

With yoga being on our minds, thanks to International Yoga Day, Prime Minister Narendra Modi’s call for the need to stay physically and mentally fit and the current health crisis, brands have kept their channels of communication open about health, yoga and fitness throughout the lockdown phase.

With International Yoga Day just gone by, the volume of yoga conversations on Twitter has been on a rise, Twitter too went ahead to introduce a new #YogaDay2020 emoji.

Post the Prime Minister’s emphasis on Vocal for Local, home-grown brands have seen a huge rise in popularity and reach. Snapdeal has witnessed rapid growth in the sale of yoga accessories during the lockdown. Compared to the same period last year, Snapdeal saw a 60% increase in sale of yoga accessories last month.

Dabur, an FMCG major of the country has been communicating at large regarding fitness. Responding to how Dabur as a brand communicated around fitness during the pandemic, Prashant Agarwal- Marketing Head-Health Supplements, Dabur India Ltd said, "Dabur Honey has been one of the key Dabur brands promoting Fitness as a proposition. To encourage consumers to continue with a fitness regimen even during the lockdown period, the brand has executed a contextual campaign around #StayFitFromHome motivating everyone to stay fit from their homes with exercises, yoga and healthy food.” 

Highlighting about the campaign, he said, “Bollywood celebrities and brand ambassadors Tamannaah and Jacqueline Frenandes were part of this campaign. We also shared healthy Honey-based recipes that consumers could try at home.”

Agarwal informed that on International Yoga Day on 21st June, Dabur Honey also launched an 'Atmaraksha Movement' with Mandira Bedi.

Another home-grown brand, Indian Hotels Company Limited (IHCL) curated a one-of-a-kind yoga series for its guests and followers this International Yoga Day with its wellness brand, Jiva. 

Rakhee Lalvani, Vice President – Public Relations and Corporate Communications said, “Jiva Spa is IHCL’s award winning Indian and all-natural spa and wellness brand, where one will find a unique range of treatments that blend the age old Indian healing techniques with the finest natural ingredients. Even as travel continues to be limited at the time being, the virtual live yoga series by Jiva Spa across our brand’s social media handle allows both – Jiva’s experts to share their knowledge real-time with audiences and gave us an opportunity to connect with guests from across the world in an innovative manner as they participated in International Yoga Day with us. It facilitated knowledge sharing for the audience from our yoga specialists over a period of three days and further emphasized the importance of overall wellness, which is truly the need of the hour.”

Speaking about the benefits of yoga during the lockdown, Devraj Singh, General Manager – Taj Rishikesh Resort & Spa, Uttarakhand, said: “A practice that originated in India thousands of years back, yoga today is synonymous with overall physical, spiritual and mental wellbeing. While the virtues of yoga have always been well-known, the national lockdown has prompted a culture of managing home and work from within the confined of one’s house, further reinstating the need for overall wellness.”

Grand Master Akshar has become a brand in himself and his name has become synonymous to a spiritual master, life coach and yoga-preneur. Talking about the maintaining a balance between work and life and the need of yoga to plummet the physical and mental well-being, he said, “Ultimately, we are all working towards the experience of a good life, and yoga can make our lives beautiful. Our livelihoods fill our life with purpose and enable us to work towards a worthwhile goal. We spend our lives channelling our energies towards our passion or interests in order to make a difference. Therefore, if we experience stress, anxiety and depression due to work, then neither will we be good at our job nor will it be possible to live happily. Any kind of mental disturbance causes so much distress and imbalance in our lives. What we need is to be able to balance our personal and professional lives in a productive and healthy manner. This is where yoga comes in. The science of yoga aligns our actions, and responses in such a way that it enhances our physical and mental well-being. We become empowered through the practise of yoga asanas, pranayama and meditation. Yoga plays a very important role in our lives; it helps us balance our mind and emotions. Thus it is necessary that we include these practices of yoga into our regular routine.”

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