Our Mission Statement Communicated To The Media
To celebrate and promote Yogasana as a distinct competitive sport, rooted in Indian culture, by
providing a national platform for athletes to showcase their mastery of physical postures,
inspiring the next generation of Yogasana athletes, and positioning India as a global leader in
the evolution of competitive Yogasana.
Our Vision Statement Communicated To The Media
To establish Yogasana as a prominent competitive sport in India and a recognized medal event
on the global stage — from major international competitions to the Olympics — with India at
the forefront of its development and recognition.
Key Communication Objectives
Clearly Differentiate Yogasana from Yoga: Educate audiences that Yogasana is a competitive
sport focused on physical postures, distinct from the broader wellness practice of Yoga.
Introduce the specific rules, scoring, and formats of competitive Yogasana, highlighting its
athletic rigor.
Capture Stakeholder Attention and Investment: Build a compelling narrative for national and
international sports federations, potential sponsors, strategic partners, educational institutions,
and schools. Position the Yogasana Super League as a long-term, high-impact investment in
India’s sporting future.
Champion India's Yogasana Heritage: Position India as the birthplace and global authority in
competitive Yogasana, emphasizing the deep cultural roots of the physical postures. Showcase
how India is adapting and elevating this ancient physical discipline into a modern competitive
sport.
Showcase Athleticism and Skill: Highlight the incredible strength, flexibility, balance, and
precision required in competitive Yogasana, demonstrating it as a demanding athletic pursuit.
Feature the rigorous training regimes and dedication of Yogasana athletes.
Build a Fan Base for Competitive Yogasana: Make competitive Yogasana exciting and
accessible to watch, fostering a dedicated audience. Develop compelling narratives around
athletes, rivalries, and the drama of competitions.
Inspire Youth Participation in Competitive Yogasana: Encourage young Indians to pursue
Yogasana as a serious competitive sport with pathways for development and achievement.
Promote specialized Yogasana academies and training programs through the Yogasana Super
League.
Campaign Objectives
Launch the Yogasana Super League as India’s first professional platform specifically for
competitive Yogasana athletes.
Generate buzz around the Yogasana Super League’s role in India’s 2036 Olympic ambitions for
Yogasana.
Position Yogasana as “the ancient Indian athletic art poised to captivate the world.”
PR-Worthy Ideas
Activity: "From Ashram to Arena" Photo Op
Execution: Organize a powerful visual event featuring top Yogasana athletes in
traditional attire transitioning into competitive sports kits on a dramatic stage or a
heritage location. Capture high-quality photos and videos for media distribution.
Desired Impact: Create a visually striking narrative for photo-led media and social media
reels, immediately differentiating competitive Yogasana while honoring its roots.
Activity: "The Anatomy of a Pose" Deep Dives
Execution: Develop a series of short videos or interactive online content that visually
break down the biomechanics, muscle engagement, and years of training required for
specific, advanced competitive Yogasana postures. Feature expert commentary from
sports scientists and coaches.
Desired Impact: Educate the public on the immense athleticism and skill involved,
elevating the sport's credibility and perceived difficulty.
Activity: Yogasana Governing Bodies Summit
Execution: Host a high-profile summit inviting representatives from national and
international sports federations (including those related to the Asian Games and
Olympics), national Olympic committees, and key sporting institutions. The agenda
would focus on the development pathway for Yogasana as a global competitive sport.
Desired Impact: Position India as a serious and capable advocate for Yogasana on the
global stage, generate high-level media interest, and demonstrate commitment to the
sport's future inclusion in major events.
Activity: "Made for the Olympics" Athlete Stories Series
Execution: Produce short documentary-style films profiling 5-6 key Yogasana athletes.
Focus on their origins, training regimes, sacrifices, and their aspirations for the Yogasana
Super League and future Olympic dreams.
Desired Impact: Create emotional connections with athletes, foster human-interest
features in mainstream and digital media, and build a narrative of future champions.
Activity: School & University Yogasana Challenge
Execution: Launch a nationwide inter-school and inter-university competitive Yogasana
tournament. This initiative would act as a grassroots talent identification program, with
finalists potentially showcased at Yogasana Super League events.
Desired Impact: Generate widespread youth participation, identify future talent, create
localized media interest, and promote Yogasana as a viable sporting pursuit from a
young age.
Activity: Influencer Challenge: The #YogasanaFaceOff
Execution: Partner with fitness influencers, actors, and cricketers to participate in a
competitive Yogasana pose challenge (scored by real judges) that they post on their
social media channels.
Desired Impact: Leverage influencer reach for high shareability, engage fitness and
entertainment audiences, and make learning about Yogasana techniques fun and
interactive.
* Activity: India in Unison – A Nationwide Launch Celebration
* Execution: Designate a specific day for the official launch of the Yogasana Super League.
Coordinate with all states and Union Territories across India to host various on-ground events
and activations simultaneously. This could involve public Yogasana demonstration events in
prominent city squares, local school competitions, or community workshops focusing on the
competitive aspects of Yogasana, all with consistent Yogasana Super League branding.
* Desired Impact: Create an unprecedented national wave of excitement and awareness,
fostering a sense of collective ownership and cultural pride. This scale of activation provides
abundant local and national media opportunities, establishing the league's grand presence from
day one.
* Activity: Prime Minister's Announcement on Mann Ki Baat
* Execution: Secure a dedicated segment on the Prime Minister's "Mann Ki Baat" radio
program for the official announcement of the Yogasana Super League. The Prime Minister
would introduce the league, emphasize its significance in promoting an indigenous Indian sport,
highlight its role in inspiring youth, and connect it to India's broader sporting ambitions,
including the Olympic dream for Yogasana.
* Desired Impact: An endorsement from such a high-profile national platform lends immense
credibility and widespread recognition to the Yogasana Super League. It immediately elevates
the league's profile to every household in India, signaling its national importance and gaining
unparalleled attention from all key stakeholders.
* Activity: Asia Unites: Yogasana Global Showcase in Iconic Asian Cities
* Execution: Organize high-profile Yogasana demonstrations by top Yogasana Super League
athletes in collaboration with Yogasana players from select Asian countries. These
demonstrations would take place in iconic public spaces known for drawing global tourists, such
as Hachiko Square in Tokyo, the Merlion Park in Singapore, and Dongbaeksom in Busan, South
Korea. Each event would feature synchronized Yogasana sequences, showcasing the
athleticism, precision, and beauty of the sport, with local athletes participating alongside Indian
champions. These events would be open to the public and actively promoted to international
media.
* Desired Impact: Generate significant international media attention by placing Yogasana in
globally recognized tourist hotspots. This initiative will highlight Yogasana's universal appeal,
demonstrate its potential for international collaboration, and showcase India's leadership in
promoting the sport globally. It also aims to build anticipation and support for Yogasana's
inclusion in future major international sporting events, particularly those in Asia like the Asian
Games.
