• Proyog (India’s first native yoga wear brand)

• Designed specifically for serious practitioners of yoga

• Competes with global players like Lululemon with a rooted, mindful identity

Social media content series

• Spotlight the deeper emotional and spiritual experience of yoga

• Move away from fitness clichés into a space of mindfulness and transcendence

• Create a visual language that feels timeless and meditative

• Position Proyog beyond apparel, to a conduit for deeper practice

• Reinforce the brand’s appeal to purists, seekers, and spiritual athletes

• Drive awareness and brand affinity through thoughtful, shareable content

• Developed and wrote all copy lines (e.g., “Side effects include clarity”, “Tune into celestial frequencies”)

• Aligned each line with the physicality of the pose and its metaphorical significance

• Collaborated with designers on the aura-like texture treatment and layout minimalism

• Garnered peak engagement from yoga communities online

• Differentiated Proyog’s tone from both local and global competitors

• Helped solidify the brand’s identity as grounded, soulful, and aspirational