Passion For Yoga
Recognizing the holistic benefits of the age-old practice of yoga, the UN declared June 21 as World Yoga Day. With the support of the Indian consulate, our goal was to bring the yoga movement alive within Dubai’s diverse community, pulsating with 120 nationalities. However, unlike the rest of the world, June 21 fell on a Sunday, a working day in the UAE in the midst of Ramadan. The real challenge then, was to infuse the enthusiasm for yoga into a great, unifying voice despite people working and fasting.
With an aim to gather 6,000 yoga enthusiasts at Al Wasl Stadium, the communication approach was to turn yoga into a trending topic by inciting curiosity amongst the people. “Advocacy drives Opinion” – together with the support of yoga teachers, RJs, health experts, editorial teams and 40 media outlets, the word was spread across digital media, radio and print. Alongside this, #Dubaiyoga was created to encourage people to contribute and own yoga. A microsite was also made as a platform to further leverage the discussion and registration for the event. On June 21, as a result of the extensive outreach, Dubai recorded the largest turnout of 16,000 yoga enthusiasts – second only to Delhi, India. In addition to the turnout, the microsite saw 23,000 registrations made by enthusiasts across more than 60 nationalities. The campaign was worth AED 7 million in media space, which was free, contributed and driven by yoga enthusiasts. Social media was also abuzz, the highlight being twitter, where 1 million impressions were created!