People may be aware of the general benefits of yoga, but the Master Kamal's Kryoga campaign shows exactly what popular poses can do for specific areas of the body. Through textbook-like illustrations, the ad campaign centers around the child's pose, camel pose, bridge pose and wide leg forward bend.
First, the Master Kamal's Kryoga campaign takes a person through the correct way to move into each pose, then it explains its advantages. For instance, the wide leg forward bend stretches the legs and ankles while blood rushes to the head to clear and refresh it. The poster depicts this by showing a mini version of the pose taking the place of an important bone in a skeleton.
The Master Kamal's Kryoga campaign was conceived and executed by TBWA with art direction by Sarita Chanthai.