Ayush Ministry, Josh team up to promote health, wellbeing

Kolkata: Josh, India's fastest growing and most-engaged short video app, welcomed the Ministry of Ayush on the platform.

The ministry marks its debut as a short form content creator on Josh and will exclusively host this year's campaign, 'Be with Yoga, Be at Home' for International Day of Yoga (June 21st) on the Josh app.

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The collaboration aims at informing users about the Common Yoga Protocols and their multiple benefits- ranging from immunity enhancement and health promotion, to treating respiratory problems and curing stress issues, while amplifying the message to stay at home for their own safety.

With the collaboration, Josh looks forward to provide a fresh impetus to the centuries old practice of Ayurveda and yoga by leveraging bite-sized content. While eyeing the promotion of health and well-being in such difficult times, Josh will focus on propagating the rich heritage of yoga amongst its user base in a fun and exciting manner.

The Ministry of Ayush has been disseminating snackable videos, infographics, and all relevant information around Yoga as well as all-round health and wellbeing through its Josh profile. The videos will guide Josh's user base on how to perform different asanas and will inform the community about the benefits of practicing yoga and maintaining a healthy lifestyle.

To further support the campaign, Josh has commenced its #BeWithYogaBeAtHome challenge to encourage users to adopt this physical, mental, and spiritual practice. With the goal to encourage users to join in this thriving culture of yoga, Josh has also invited its creators and NGO partners to share their yoga videos for the benefit of the larger community on the platform.

Commending the initiative of Ministry of Ayush, Umang Bedi, Co-Founder, Josh said, "It is a great honor to be the partner of choice for the Ministry of Ayush as it kickstarts its IDY-2021

campaign. At Josh, we make every effort to create a safe space where millions who are isolated today, can unite over content that entertains but more importantly, rejuvenates the mind and spirit.

We're excited and committed to using the power of a social platform to amplify the ministry's unrelenting efforts in promoting an ancient, tested and trusted practice of health and well-being."

P.N. Ranjit Kumar, Joint Secretary, Ministry of Ayush said, "The Ministry thanks the Josh platform for supporting the 'Be with Yoga, Be at Home' initiative. We invite other media platforms also to partner this activity."

Under this initiative, the Ministry of Ayush will post several videos on Josh to inform and educate the users about its campaign. Also, major celebrities like Virat Kohli, Anil Kapoor, Mary Kom, Shilpa Shetty and many more have come forward to support this campaign and will be sharing their encouraging advice on Josh through the ministry's profile.

Josh is a made-in-India, short-video app launched in September 2020 by VerSe Innovation. It represents a confluence of India's top 200+ best creators, the 5 biggest music labels, 15+ million UGC creators, best in class content creation tools, the hottest entertainment formats, and formidable user demographics. Josh has been consistently rated as the leading Indian short-video app in India on the Play store with 100 million downloads.

Currently, Josh is the fastest growing and most engaged short-video app in India with over 99 million MAUs (Monthly Active Users), 48 million DAUs (Daily Active Users) and 2+ billion video plays per day.

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