Moshi Moshi Reaches 350 Million+ People, Marking India’s Largest Video Blogging Competition

Launched by the Ministry of AYUSH and the Indian Council for Cultural Relations (ICCR) | Announced by the honorable Prime Minister, Shri Narendra Modi | The online campaign witnessed 37K+ Video Entries and 350 million+ reach


Bangalore, Karnataka, India | 19th October 2020: Video Blogging Contest ‘My Life, My Yoga‘ executed by the Communication Company – Moshi Moshi for the 6th International Yoga Day on 21st June 2020, has been marked as India’s largest video blogging competition. The online contest was announced by the honorable  Prime Minister, Shri Narendra Modi  during his Mann Ki Baat episode on 31st May 2020. The final selected winners represented different countries like India, Bhutan, Oman, Egypt, Syria, Singapore, Saudi Arabia and Bangladesh.

Narendra Modi announced the launch of the campaign in his Mann Ki Baat episode

The online campaign was launched by the Ministry of AYUSH and the Indian Council for Cultural Relations (ICCR) to spread awareness and motivate people to practice Yoga from their homes. This was the first-ever time that an online approach was initiated for Yoga practitioners across the globe while allowing non-yoga practitioners to also participate and transform their lifestyle with Yoga.

During these testing times of the COVID-19 pandemic, Moshi Moshi strategically designed the campaign and was successful in seeking active participation for the video blogging contest from across the globe.

On the company’s successful online campaign, Mr. Rishav Dubey, Co-founder, Moshi Moshi said, “As a fast-growing communication company, this has been a major triumph for us. To be able to engage a large number of participants for the contest and adhering to the current pandemic norms of social distancing, required a lot of strategic planning within a short span. We had to understand the current mindset of the individuals to bring behavioural changes in their lifestyle and plan a digital communication strategy  accordingly. We focused not only on attracting a lot of participants but also on educating them about the benefits of Yoga.

He further added, “Our aim was to leave people with an urge to practice yoga on a daily basis and switch to a healthy lifestyle during the most stressful times. We are delighted to observe that the number of individuals practising yoga has increased since then, and #MyLifeMyYoga has now become synonymous with Yoga. The hashtag is also widely used by people for yoga-related posts on their social media platforms. We hope to assist many more such clients digitally and hence, have specially launched Go Digital platform.”

Commenting on the campaign and their association with Moshi Moshi, Shri P.N. Ranjit Kumar, Joint Secretary, The Ministry of Ayush said, “My Life My Yoga was not an ordinary promotional campaign. It was in no way superficial but tried to appeal to people to take up such behaviour with some serious objectives. It tried to instill a spirit of action in people at a time when they were going through one of the most serious emergencies mankind had seen in a generation. To make it more challenging, the time available at hand was extremely limited. I have to say that the Moshi Moshi team lived up to the challenge, showing amazing creativity and untiring energy. Their inputs helped to define the character of the campaign, and contributed significantly to make it a success.”

The online campaign witnessed 37K+ Video Entries and 350 million+ reach. The entries received, from within the country, were screened by 200 yoga experts and 160 videos were shortlisted. Further, a 15-member jury across these categories evaluated the shortlisted entries. Winners were then selected by scores allotted independently by the jury members and averaged, and those with the highest average score were declared winners.

Statistical data of the online campaign:

  • 51660985 views on all the social media channels with 4995% increase in the post reach
  • 337208 page views with 468% increase in page views
  • 577% increase in post engagement
  • 39000+ followers with 511 % increase in net followers