Yoga Video Ad Impresses at Cannes
‘Street Stretch’ yoga video adds a refreshing twist to the hustle of daily Indian life. …
With a little extension of the imagination, Street Stretch merges complex yoga poses with the scenery of everyday life.
This 60-second video, which took home a bronze metal at the 2008 Cannes Lions International Advertising Festival, was produced by JWT India along with Still Waters Films to promote the 15th annual International Yoga Festival in Pondicherry, India.
The idea itself came about in the head offices of JWT in Mumbai. “Imagine you step out of your home, and everyone you see is in a yogic pose”, said Senthil Kumar, India Vice President of JWT.
One hundred and eight yogis were hired for the production, including a team of 12 children and youth from Yoganjali Natyalayam, a centre of Yoga, Bharat Natyam and Carnatic Music in Pondicherry.
Shot in one day throughout the avenues and back-alleyways of historic Pondicherry, familiar street characters are seen striking weird poses as they go about their usual daily routines. A traffic cop gives directions with his feet; children hang from trees like bats; a man reads the newspaper with his feet crossed behind his ears; a flower girl holds a bouquet with her foot tucked up beneath her chin; pedestrians walk on their hands; and lifeguards crawl like crabs on all fours along the sand.
Dr, Ananda Balayogi Bhavanani of Ananda Ashram in Pondicherry, who consulted on the project says, “I liked their concept of even the ordinary people doing yoga in everyday situations. [It’s] something like our concept of 24-hours a day yoga.” Indeed, behind the visually enticing compilation and stirring soundtrack lies the message that yoga is not merely a class that we go to a few times a week, but a way of life that must be lived in each and every moment.
With the help of this promotional yoga video, broadcast on local and regional television, the Pondicherry Yoga Festival, which normally draws about 60,000 people, had an attendance of nearly 300,000 this year.
“Street Stretch” was also nominated at the Clio Awards 2008 in the category of Best Original Music Score and won a silver award at the Goa Festival, 2008.
Watch the video right here…