Yoga enthusiasts at over 100 theatres across 57 cities came together between 6-7 pm – the outcome of a unique initiative! The occasion of International Day of Yoga this year was celebrated by INOX Leisure Ltd, India’s leading multiplex chain, giving the age-old discipline of yoga a modern twist. An independent film titled -‘Life 70mm– The only way out is in’, was a joint initiative of INOX and Isha Foundation to showcase the benefits of Yoga in our lives.
The hour long feature film provided an immersive experience to audiences by getting viewers to participate in a 15 minute interactive capsule of “Upa-yoga” while being seated in a theatre! The instructions for this were shared on the big screen through a unique narrative of about 4 young people seeking to know about Yoga, and how it led to personal transformation.#YogaWithINOXbecame a first of its kind activity conceptualized by an entertainment entity in association with a spiritual organisation.
The entire initiative was amplified with a robust 360 degree marketing campaign which includes a strategically phased out social media campaign, supported by a print campaign with leading publications and radio tie-ups across the country.
Speaking on the success of the activity, Mr. Rajeev Chakrabarti, Chief Marketing Officer, INOX Leisure Ltd, said, “This initiative has many firsts. A first ever One Day, One Show, One Hour movie. A first ever interactive movie based on Yoga. First time ever an entertainment and spiritual organization come together to present something as disruptive as #YogaWithINOX”
“The only way to experience true wellbeing is to turn inward. This is what Yoga means – not up, not out, but in. The only way out is in” – Sadhguru, Founder, Isha Foundation.