This year, on the declaration of 21st June as International Yoga Day, the Indian missions abroad and many yoga institutes in and abroad India are busy in preparations to celebrate the day in huge numbers and want to spread yoga knowledge and practice to people.
In an endeavour to promote the event digitally and generate maximum number of participants, Embassy of India in France selected Asiacom.
What we did
Asiacom, in a short period of time, developed a digital strategy to promote the event in a major way. To begin with, we planned a website which gives a complete detailed information about Yoga, its advantages and how the Embassy is organising the event in Paris. To boost it, we placed ‘registration form’ on the website to capture details of the participants. The form was designed in such a way that it could generate registration number to the participants.
Keeping in mind the growing number of mobile and tablet users, we designed the website in such a way that it opens on all the hand-held devices.
The next strategy was the promotion. We made a strategy to promote the event in social media, and for this, we targeted users in Facebook, Twitter and Google. It was a race against time. Keeping in mind the short duration to promote the event and importance of the event Paris, we targeted users very narrowly. We randomly targeted only those who live in Paris and have interest in Yoga, meditation, spirituality. On Facebook, we also created an event and promoted the entire event on a wide scale.
Moving on, not only online, Asiacom showed its smart approach offline too. To generate more visibility offline, we printed t-shirts and posters with International Yoga Day logo. We also printed huge banners for boats and other places to reach out to maximum people.
In partnership with INDES magazine (French magazine of Media India Group), we promoted the event through their social media channel as well and helped Embassy of India to define its own social media strategy with its existing online channels.
Yoga is an Indian physical, mental and spiritual practice or discipline. The origins of Yoga have been speculated to date back to pre-vedic Indian traditions. Yoga can be seen and learned at various places in India like Haridwar, Rishikesh and Varanasi etc.
Last year Indian Prime Minister Narendra Modi visited UN and urged for declaration of 21st June as International Day of Yoga.