As an Indian, I have always wondered at the âmodernization processâ of Yoga when it tours to foreign countries, particularly to European countries. Well, persons or things are often subject to change and âlocalization processâ. But it provides me an uneasy curiosity to watch yoga, which is a result of pure traditional wisdom, hugs insensible commercialization and âinnovative brand management strategiesâ.
We have seen how sexy yoga becomes in a campaign. Here is another campaign, but not as hot as the previous one. It advertises Milano Ashtanga Yoga. The art direction meticulously portrays the flexible power of Yoga and how it is useful to people who belong to different categories.
CREDITS
Agency: Leagas Delaney, Milan, Italy
Art Director: Selmi Bali Barissever
Copywriter: Francesco Poletti
Creative Directors: Stefano Rosselli, Stefano Campora
Photographer: LSD
Via: Doweirdo
