logo
logo
Sign in

The Pursuit of Yoga- How India’s Soft Power Symbol Scaled Global Heights

avatar
Aahana Ashi
The Pursuit of Yoga- How India’s Soft Power Symbol Scaled Global Heights

As the world celebrates International Yoga Day with aplomb on 21st June every year, the story of Yoga taking the centerstage has many takeaways to offer apart from the obvious health and fitness benefits.

It is also a story about how a brand ambassador with a vision can take the things to the higher level to make it a symbol of the country’s soft power.

Of course, Yoga in the Indian tradition has thousand years of history and there have been many well-known teachers and advocates of Yoga all this while.

What PM Modi did was that he made Yoga a people’s movement at global scale.

The seeds of a mega global movement can be traced here, when on September 27, 2014, speaking at United Nations, PM Modi called for observing an international day for Yoga, asserting that it is “India’s gift to the world.”

What happened next is narrated well in the words of PM Modi itself in his Mann ki Baat address in December 2014.

collect
0
avatar
Aahana Ashi
guide
Zupyak is the world’s largest content marketing community, with over 400 000 members and 3 million articles. Explore and get your content discovered.
Read more