MUMBAI: Creativity seems to be in their genes. Urban Yoga, India’s first home-grown yoga apparel brand from the Future Group, has entrusted ColourCraft Studio (CCS) to revitalise its digital footprint. CCS won the multi-agency pitch by unveiling a 360-degree digital strategy for the brand, the x-factor being a mock TV commercial that encapsulated the agency’s vision for Urban Yoga.

“We want Urban Yoga to do for Yoga what Nike has done for running - make it sexier, more desirable, irrespective of age, gender, religion or caste,” says creative director Ankit Jain who spearheaded the pitch. The agency centered the strategy around the slogan -- #YogaOn - with emphasis on breaking traditional notions about Yoga and therefore expanding the customer base.

Founded in 2006 by Future Group, Urban Yoga has blossomed from a single store in Bengaluru into a successful chain with multiple stores across India. Inspired by the Bali Spa ethos, Urban Yoga stresses on the earthy, calm and experiential retail approach. CCS co-founder and business director Aditi Gandhi said, “The trust Future Group has shown in us is a huge opportunity for us to create large-scale, strategy-driven campaigns to establish Urban Yoga as a name to be reckoned with in the retail space.”

Urban Yoga brand head Aditi Mirani Khandelwal said “We were looking for a partner who would understand and communicate our core values in an out-of-the-box manner. Most importantly, we were looking at people who have the patience to understand what Urban Yoga is all about and share the agile and global work culture along with us."