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Tag: Isha Foundation

  • PVR INOX to screen Isha Mahashivaratri live in Cinemas

    PVR INOX to screen Isha Mahashivaratri live in Cinemas

    Mumbai: PVR INOX, India’s premier multiplex chain, is thrilled to announce its collaboration with Isha to bring the 30th year of Mahashivratri celebrations to the big screen, for the very first time. The overnight mega event will be broadcasted on 8 March from 6 pm onwards till the permissible cinema operating hours, LIVE from the Isha Yoga Center, Coimbatore. The live screening will be done on more than 50 screens across 35 cities in India. Viewers will not only have the privilege of witnessing this sacred event in the company of fellow devotees, but will also receive a specially energized Rudraksha by spiritual leader Sadhguru.

    The Mahashivratri celebration at the Isha Yoga Center is a spectacle to behold, featuring explosive meditation sessions, enlightening discourses by Sadhguru, mesmerizing musical and dance performances from renowned artists such as Shankar Mahadevan, Gurdas Maan, Brodha V, and Paradox will grace the event, alongside other classical singers and dancers. Isha’s homegrown band, “Sounds of Isha,” will also perform alongside various other artists from all across India.

    Mahashivratri is one of the largest and most significant among the sacred festivals of India. The festival celebrates the Grace of Shiva, who is considered the Adi Guru or the First Guru from whom the Yogic tradition originates.

    “The significance of the day is that there is an upward movement of energy in the human body. So this night, we want to spend awake, aware, with our spines erect so that whatever Sadhana we are doing, there is a great assistance from nature,” explained Isha Foundation founder Sadhguru, about the importance of staying awake all night on Mahashivrartri.

    PVR INOX Ltd co-CEO Gautam Dutta, expressing his profound enthusiasm, stating, “The divine festival of Mahashivratri holds unparalleled significance in Indian traditions, offering boundless possibilities for seekers of spiritual divinity. Collaborating with Isha to bring this event to the silver screen for the first time at PVR INOX cinemas for the devotees is an extremely gratifying and blessed opportunity for us. We extend a heartfelt invitation to all devotees to join us at their nearest PVR INOX cinemas and bask in the spiritual magic and make the most of this extremely auspicious festival.”

    Patrons eager to partake in this divine experience can book their tickets via the PVR or INOX apps or websites by clicking on https://cutt.ly/AwMToEau

  • HUL top advertiser; summer drinks dominate brands list in week 9: Barc

    HUL top advertiser; summer drinks dominate brands list in week 9: Barc

    Mumbai: With ad volumes of 5022.9 (against last week’s 4557.7), FMCG giant Hindustan Unilever Ltd (HUL) was the top advertiser in the ninth week of 2022 (From 26 February to 4 March), according to Broadcast Audience Research Council (Barc) data. It was followed by Reckitt Benckiser at 2360.97.

    All set to ride the upcoming summer wave and the next IPL season, beverages company Coca-Cola India delivered ad volumes of 1359.02 to emerge as the third most prolific advertiser.

    Procter & Gamble, Cadbury’s India, ITC, Pepsi Foods (G), GSK Group of Companies, Colgate Palmolive India, and Tata Group followed, in that order.

    There were four summer beverage brands (all from The Coca-Cola Company) in the Brands list this week, as compared to three in the eighth week. The top slot, however, was taken by Harpic Power Plus 10X Max Clean with ad volumes of 432.48 (‘000s).

    Delivering ad volumes of 362.9, Thums Up jumped from the sixth spot in the eighth week to the second place this time. Last week’s leader Maaza slipped to the third position at 338.63. Coca-Cola and Sprite were at number five and ten, respectively.

    Sabse Pehle Life Insurance bagged the fourth slot, while Clinic Plus Shampoo, Surf Excel Easy Wash, and Meesho App clinched the sixth, seventh and eighth spots, respectively.

    Isha Foundation’s ‘Mahashivaratri Sadhana’ was the new entrant in ninth place. Mahashivaratri was celebrated on 1 March this year.

  • IAA extends Olive Crown brand to raise awareness on soil degradation

    IAA extends Olive Crown brand to raise awareness on soil degradation

    Mumbai: The India chapter of the International Advertising Association (IAA) has extended its Olive Crown brand to raise awareness about the global cause to save our planet Earth from soil degradation. As a part of this initiative, the twelve-years strong brand will support the global ‘Save Soil’ movement being launched by the Isha Foundation. 

    The industry body released five hard-hitting creatives created by Madison BMB for the ‘Call for Entries’ campaign that emphasises the urgency of the issue, even as it invited entries for a ‘compelling 360-degree campaign to save the soil and our future.’

    “The Olive Crown Awards have been hailed and accepted as the gold standard in an area where sustainability and creativity converge. The IAA has decided to extend the Olive Crown brand and take up urgent issues relevant to the environment,” said IAA president Megha Tata. “As a part of this, we are supporting the global Save Soil movement being launched by Isha Foundation. I am happy that the Asian Federation of Advertising Associations (AFAA) is also on board with us in amplifying this important message.”

    “In life, what possibly tends to be taken for granted the most, are things like soil. You never think of it as a finite resource. While most other resources get replenished from time to time, the amount of fertile soil in the world is getting depleted,” remarked Madison BMB CEO and chief creative officer Raj Nair. “This is happening at such a rapid rate that it needs to be addressed on a yesterday basis. And that’s something that the advertising community truly understands: that the deadline was yesterday. So, the invitation is for agencies or individual teams to come forward with their compelling communication ideas to highlight the issue.”

    “This is a little-known but huge global problem. Topsoil erosion and the depressing food production arising out of that concern us all,” commented said AFAA chairman Srinivasan Swamy. “AFAA is happy that IAA is taking up this important communication need and we are happy to be part of it.  AFAA has been associated with the Olive Crown Awards for many years and the response to the awards from across Asia has been good. I am sure AFAA members will step up and send good entries for this issue as well.”

    Olive Crown committee chairperson Pradeep Dwivedi added, “We are reaching out to our creative community and appealing to them to create a truly effective campaign that will be judged by an elite jury. The winning entry will be awarded on our Olive Crown awards night and will also be run across pan-Asian media. This new campaign to be awarded is a great addition to our annual Olive Crown Awards.

  • VOOT adds to its robust content slate, partners with Cult.Fit & Isha Foundation

    VOOT adds to its robust content slate, partners with Cult.Fit & Isha Foundation

    MUMBAI: To help de-stress and cope up with the current situation, people are increasingly turning to digital platforms to maintain physical and mental well-being. VOOT, India’s leading streaming platform understands this, and has associated with Cult.Fit, India’s biggest health and fitness start-up and Isha Foundation, founded by Sadhguru Jaggi Vasudev that aims to bring physical, mental and spiritual wellbeing. The partnership opens doorways for its users to seamlessly access the best of fitness workouts and provide solace and guidance on how to stay calm through such trying times. With these thoughtful partnerships, VOOT, home to 70,000 hours of entertaining content across formats and genres is now diversifying the content under the larger umbrella thought of body, mind & soul, beyond the core offerings of new shows, originals and movie titles.

    VOOT AVOD business head Akash Banerji said, “As we battle with uncertainty and tough times, there is a need for positivity and calmness in our daily lives. With digital consumption taking an upward swing, our aim at VOOT is to deliver content that is as diverse as it is relevant. By strengthening partnerships across industries, we believe in giving the best experiences to our consumers. Considering the implications of the on-going crisis on the direct consumer, through our collaborations with Cult.Fit, Isha Foundation and upGrad, we look forward to consistently work towards offering a wider and deeper content library to our viewers to keep them fit – mind, body and soul.”

    In association with Cult.Fit, the DIY workout segment will engage its viewers with 12 episodes of workout sessions every week. The segment will include some of the most intense workout sessions such as high intensity interval training (HIIT) focusing on endurance, and mobility which have been carefully curated to help beginners achieve adequate levels of fitness.

    Cult.Fit growth and marketing head Naresh Krishnaswamy said “With the pandemic, people have become more conscious and are gravitating towards working out from home. This has led to a tremendous number of users working out with us on our platform. At a time when there is such a demand for health and fitness, the partnership with VOOT will prove to be strategically viable for both businesses. Together our objective is to expand our reach and help users avail the best content we have to offer from the comfort of their homes.”

    Speaking about the partnership, Isha Foundation said “The world is going through very challenging times. Many people are experiencing anxiety, fear and loneliness. This darshan series from Sadhguru is an offering to enhance inner balance and spiritual wellbeing of all. We hope it will be able to uplift people’s spirit and help them tide through this crisis.”