Influence
ABHI YogaBAE: Yoga Awareness with Kamya Sidana
Aditya Birla Health Insurance · ABHI YogaBAE
Outcome
- views
- 100K+
- views
- likes
- 6K+
- likes
- shares
- 50+
- shares
The brief
Genesis partnered with yoga expert Kamya Sidana for ABHI’s #YogaBAE campaign around International Yoga Day, building awareness of yoga, its benefits and how to practise Surya Namaskar.
An Instagram video teaser directed viewers to a detailed YouTube video, which then encouraged them to explore Aditya Birla Health Insurance’s Activ Living community website. Kamya also authored articles on Surya Namaskar and yoga for sleep, extending the guidance beyond video. The campaign created a clear journey from discovering yoga on social media to learning more through Activ Living’s wellness content, with the aim of driving traffic to the website.
Our approach
Genesis built a clear journey from awareness to deeper learning: Instagram teaser → YouTube video → Activ Living community articles.
The Instagram teasers introduced the topics and invited audiences to watch the full YouTube videos. The longer videos offered practical yoga guidance and directed viewers to the Activ Living website, where Kamya’s articles continued the learning. Website traffic was the campaign’s central objective.
Execution
Two Instagram video teasers directing audiences to YouTube
Two YouTube videos providing detailed yoga guidance
Calls to action directing viewers to Aditya Birla Health Insurance’s Activ Living community website
Kamya-authored articles on Surya Namaskar and yoga for sleep
The campaign linked short social teasers, detailed video guidance and expert-authored articles, giving audiences a clear next step across Instagram, YouTube and the Activ Living community website.
Takeaway
YogaBAE shows how creator-led education can connect social discovery with deeper learning on a brand’s community website.
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