For centuries, yoga has been a guiding light on the journey to holistic health and well-being. Leading up to the celebration of International Yoga Day on 21st June, BIG FM, one of the leading radio networks in the country, successfully culminated its campaign, ‘Pose for Wellbeing Season 2 - Yoga Hai Toh Aarogya Hai’ urging listeners to prioritise their well-being. With an aim of raising awareness about the numerous benefits of practising yoga, the radio network joined forces with renowned celebrities and yoga gurus to provide 21 days of 21 yoga asanas. Through this campaign, listeners were called upon to embrace a holistic lifestyle and discover the transformative power of yoga.
BIG FM, for the second consecutive year collaborated with Diva Yoga, co-owned by fitness enthusiast - actor, Malaika Arora and Sarvesh Shashi. Leveraging her expertise and passion, Malaika demonstrated a yoga pose every day for 21 days, inspiring listeners to integrate yoga into their routines. To enhance listener engagement, the campaign introduced the exciting 'Pass the Pose' activity, where participants shared yoga poses and stood the chance to win complimentary yoga classes through the collaboration. Taking the campaign, a notch higher, the gorgeous Bollywood actor Jacqueline Fernandez also shared 21 asanas and delved deeper into the practice. Additionally, celebrities such as Rakul Preet Singh, Jimmy Shergill, Kubbra Sait and Alaya F extended support to the initiative, further amplifying its reach and impact.
Commenting on the campaign, Sunil Kumaran, COO, BIG FM said, “Yoga, with its profound benefits, has long been recognized as a powerful tool for achieving physical and mental wellness. Malaika Arora's expertise and dedication has truly been instrumental in inspiring our listeners to embrace yoga as a way of life. At BIG FM, we have always promoted well-being and healthy lifestyle, and this campaign is yet another step forward in that direction. We are thankful for all the celebrities and yoga enthusiasts who helped us amplify our message to the listeners.”
The campaign also showcased the network's talented RJs, with Khas Khousik unveiling daily yoga poses and RJ Khurafati Nitin emphasising on the transformative impact of yoga. On the occasion of International Yoga Day, the radio network will host a yoga session in Mumbai encouraging listeners to come and be a part of it. On-ground activities are also planned pan India across major cities like Goa, Jammu, Chandigarh, Kolkata and Indore. The campaign is extensively promoted across social media, on-air and other digital platforms of the radio network.