High Commission of India, International Yoga Day

Taking over London's iconic landmarks with Brand India to attract people to Yoga and visiting India...

The Indian Tourism Board set out to solidify its ownership of the global "yoga" brand by orchestrating a bold experience. We utilised International Yoga Day, a worldwide celebration designed to attract participants to the practice, while simultaneously promoting Brand India on a global stage.

Audience crafted an immersive creative strategy, focusing on targeting London's most iconic landmarks. The experience started with a sunrise yoga session held at the top of The Shard, delivering breathtaking views of the city for press, influencers, and dignitaries.

This was followed by morning yoga classes at Potters Fields Park, a scenic space nestled beside Tower Bridge, encouraging participation from passers-by. To further engage the diverse population of London, a network of satellite yoga sessions were deployed across multiple locations, ensuring accessibility and inclusivity for all, regardless of age, background, or experience.

This strategy was designed to appeal to a broad spectrum of audiences, from seasoned professionals to first-time participants. The goal was not only to foster a connection to yoga but to elevate the experience by associating it with India's rich cultural heritage.

Beyond strategy, we managed full production and logistics, securing iconic venues and arranging food and beverages, curating top-tier yoga instructors and managing audio-visual setups. The event leveraged the power of social media, inviting influencers to spread the word, while engaging with the general public to drive attendance.

We transformed London into a hub of yoga on International Yoga Day. We delivered breathtaking views of the city, while casting a spotlight on India's enduring connection to the practice and positioning the nation as the global leader in yoga culture.