Future Group awards digital duties of Urban Yoga to ColourCraft Studio

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,” said 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 grown 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. 

Commenting on acquiring this account, CCS Co-founder and Business Director, Aditi Gandhi, said, “Urban Yoga is an immensely exciting brand. 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.” 

Aditi Mirani Khandelwal, Brand Head at Urban Yoga, added here, “We were looking for a partner who would understand and communicate our core values in an out-of-the-box manner. One of our major requirements in a potential collaboration is that the company’s core values and cultural beliefs align with ours. 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. We are glad to see the enthusiasm that the team at CCS have for Urban Yoga. With this collaboration with ColourCraft Studio, we hope to further explore Urban Yoga’s potential.”