How digital media made International Yoga Day a global phenomenon?

29 / Jun / 2015 by Gayatri Deshpande 1 comments

It is believed that on the day of the summer solstice, the longest day of the year, Lord Shiva (the first yogi) turned south and set his eyes on the Seven Sages, who spread the knowledge of yoga across the world.  Hence, June 21, the longest day in the Northern Hemisphere has a special significance in the history of humanity. Yoga is indeed India’s invaluable gift to the world. It embodies the union of individual consciousness with that of the universal consciousness. It symbolizes the union of mind, body and soul and a harmony between our thoughts and actions.

The UN declared June 21 as the International Yoga Day in 2014. This declaration came after the call for the adoption of June 21 as the International Yoga Day by the Indian Prime Minister Narendra Modi at the UN General Assembly in September.

The event was a huge success with 192 countries celebrating with much enthusiasm. It created a tremendous buzz online with people from all age groups talking about it on various social platforms. With our expertise in helping clients measure the ROI of global digital campaigns, TO THE NEW Digital conducted a detailed analysis of the online buzz generated by the event. We captured the relevant social metrics and provided detailed analysis to measure the success of any campaign.

International Yoga Day made news all over the world as it was discussed over web across international borders. It garnered a whopping 7.82 billion impressions till now which is more than the estimated population of entire earth!

Here is an analysis of the various tweets that attracted millions and billions of impressions:


The event got over .5 million mentions spread across different social platforms, forums, news updates and blogs. We also conducted an overall sentiment analysis which revealed that the event generated only 21% positive sentiment. The negative sentiments were largely due to the controversial statements by certain sects and personalities. But the event attracted tweets from popular celebrities from different fields in India and across the world thus maintaining an overall positive sentiment.



Around 45% of the overall buzz was generated from India followed by US which was at 31%. We can only estimate the adoption and love for Yoga worldwide with 55% of overall buzz coming from countries other than India.

International Yoga Day was truly a reminder to the world on the oneness of humanity.

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