BIG FM’s ‘Pose for Wellbeing Season 2 – Yoga Hai Toh Arogya Hai’ campaign culminates on International Yoga Day, encourages listeners to build a healthier lifestyle

National, 20th June 2023: 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.

ABOUT BIG FM:

BIG FM, one of India’s largest radio networks with 58 stations, reaches 1.9K towns and 1.2 Lacs villages and over 34 Crore Indians across the country. BIG FM has evolved with the changing times. With the new positioning, BIG FM plays a meaningful, relevant, and compelling role in the lives of consumers. It is not just about entertainment but a brand that has a purpose. With its extensive reach, localized content, and credible RJs the brand plays the role of a ‘thought inspirer’ and an agent of positive change in society. The tag line – ‘Dhun Badal Ke Toh Dekho’ reflects the philosophy that ‘Changing the world for the better starts with changing your thoughts’. Realigning the programming to reflect the new positioning, BIG FM has refreshed the music promise playing your favourite music tested with the audience besides bringing on board some big names from the Radio and entertainment spaces across all key markets. The network’s occasion-based programming, CSR Activities and client integrated campaigns strongly reflects its Dhun Badal Ke Toh Dekho ethos. The original content-based shows and engaging brand-led campaigns have consistently won accolades at prestigious industry awards like the EMVIES, ABBYs, Asian Customer Engagement Awards, Indian Radio Forum & New York Festival.