Yana's Fitness Zone

Yana's Fitness Zone

India
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

A mobile application that promotes healthy living through easy to follow exercises, with tips on healthy living & grooming from model-Yana Gupta

About You
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Your idea
Year work began:

2007

Focus of activity

Technology

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Plot your innovation within the mosaic of solutions
Which of these barriers is the primary focus of your work?

Insufficient Evidence that Games Improve Health

Which of the principles is the primary focus of your work?

Physical Health

If you believe some other barrier or principle should be included in the mosaic, please describe it and how it would affect the positioning of your initiative in the mosaic:

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Innovation
What is your signature innovation in one sentence?

A mobile application that promotes healthy living through easy to follow exercises, with tips on healthy living & grooming from model-Yana Gupta

Describe your innovation. What makes your idea unique and different than others doing work in the field?

The uniqueness of the idea comes from the fact that it is:
1. Easy to access: i.e. on a mobile phone
2. Mobility / Accessible on the go: This serves as a constant reminder & helps reinforce healthy habits & living. It does not limit / restrict access by requiring that one read a book, sit in front of a television or attend a class
3. Affordable: The application is priced at just Rs.50 (approximately US$ 1.25); making it highly affordable & lowering barriers to purchase
4. Credibility: Yana Gupta is a popular and multi faceted personality who practices what she preaches which adds credibility to the concept. Besides being a popular Bollywood actress, a successful model, an artist and a personality development practitioner, she has also authored a book on easy to follow fitness habits, which is soon to be released.
5. Simplicity: The simplicity of the concept & its use of affordable & easy to use technology to spread awareness about health through harmless fun makes it unique

What barriers exist that are creating the problem your innovation is hoping to address/change?

While obesity is caused by a number of factors, we aim to address the common & perhaps the biggest cause i.e. a change in lifestyle. Sedentary lifestyles caused by rapid urbanization and the consumption of excessive nutrients are seen as the key causes of obesity. Others include lack of physical activity, high pressure & stressful work environments and insufficient sleep amongst others. Our belief is that simple, easy to follow changes in one’s lifestyle can go a long way in curtailing obesity.

Delivery Model: How do you implement your innovation and apply it to the challenge/problem you are addressing.

The application was available for download with all leading wireless / mobile service providers across India. Consumers with a GPRS enabled mobile phone could download the application on to their handsets. Additionally the application was also available for download on the Indiagames mobile gaming portal http://mobile.indiagames.com

How do you plan to scale your innovation?

The application was promoted extensively across mobile service provider decks in India and the Indiagames mobile gaming portal. Additionally Indiagames sponsored Yana at the annual International Mumbai Marathon 2007. As part of the sponsorship promotions, Indiagames organized contact programs with Yana at leading corporate offices across Mumbai city encouraging people to participate in the marathon and download the fitness application for tips on how to get fit. Indiagames donated the entire revenue from downloads during this campaign to a charity for homeless children. 3 lucky winners also won a personal fitness training session with Yana.

Indiagames undertook various PR initiatives and the application was also promoted by Yana during her interactions with the media

Impact
Provide one sentence describing your impact.

Encourages overall wellbeing through a simple, easy to follow and entertaining mobile application that can be accessed anywhere – anytime.

What impact has your innovation had to date? Exactly who are the beneficiaries of your innovation?

Given the simplicity and the universal appeal of the application, our innovation is likely to benefit anyone with an interest in leading a healthy lifestyle. The application has received extensive media coverage across the print and online media in India. Yana is one of the fittest celebrities and serves as an ideal role model who practices what she preaches.

How many people have you served directly?

A healthy lifestyle is contagious and anyone benefiting from the fitness application is likely to spread the word and influence others around him / her either directly or indirectly

How many people have you served indirectly?

Mobile games and applications are often seen as a quick fix source of entertainment. When the same medium can be used to create awareness and address a cause which affects millions across the world while still keeping with the entertaining ethos of a mobile game, the impact is likely to be manifold and well received. A lot of people that would have otherwise seen a mobile game as an inexpensive source of entertainment could now see it as an entertaining medium or creating awareness.

Please list any other measures reflective of the impact of your innovation

This field has not been completed

What are the main barriers to creating your impact?

Key barriers include the high cost of publicity and the relatively low number of data enabled handsets in India. Of the 200 million mobile phone subscribers barely 1% actually downloads games & applications. Operator portals also have a high refresh rate for mobile content, thus reducing the shelf life of the product. The application has to compete with popular branded games across genres like action, sports and film based games for shelf space on operator portals

Sustainability
How is your initiative financed?

The initiative was completely self-financed by Indiagames which bore the entire cost for the development, publishing, distribution, marketing and PR expenses for the application.

Provide information on your finances and organization: annual budget, annual revenue, number of staff:

Indiagames Ltd is India's benchmark mobile and online games company and a leading global mobile game publisher. The Company is engaged in publishing and developing games across various platforms including Online and Mobile.. Indiagames’ products are developed and published across all major technology platforms and are distributed through partnerships with mobile operators in over 75 countries. In India, the Company also distributes games via its consumer focused website and operates a broadband Games on Demand service located at http://www.indiagames.com. Indiagames has over 200 employees and offices in Mumbai, London, Los Angeles & Beijing. Internationally the company publishes mobile titles via its IG FUN brand.

Key investors include TOM Online Inc. (NASDAQ: TOMO; HK GEM stock code: 8282), Adobe Inc., and Cisco Systems Inc.

The entire development team is based in Mumbai, India. Indiagames has complete in house development and publishing capabilities

What is the potential demand for your innovation?

The potential demand could be anyone with a GPRS activated mobile phone and interested in leading a healthy and balanced lifestyle. The nature of the application makes it attractive to perhaps the widest possible audience, since leading a healthy and balanced life is a prerogative for everyone.

What are the main barriers to financial sustainability?

The initiative has been entirely self-funded. The cost of taking the innovation to new markets can be prohibitively high and one of the key barriers

The Story
What is the origin of this innovation? Tell us your story.

Obesity and lifestyle related health issues are increasingly viewed as a serious social and health problem and has been seen as leading to various related diseases such as cardio-vascular diseases and diabetes, though not to forget the social stigma associated with being obese or leading an unhealthy lifestyle amongst others. Some reports indicate that the number of obese people across the world may soon take over the number of malnourished people. Most researchers have concluded that the combination of an excessive nutrient intake and a sedentary lifestyle are the main cause for the rapid acceleration of obesity in Western society and is also a trend which is being replicated across the developing world.

A number of people suffering from these diseases or symptoms related to them often attribute a lack of time or access to a gym as the cause of their health problems. Through the application we aim to show that one need not join a high end gym or make a huge contribution in terms of time to lead a healthy life. Simple changes in one’s lifestyle and a few minutes of easy to follow exercises can go a long way in making a positive impact towards leading a healthy life

Please provide a personal bio. Note this may be used in Changemakers marketing material

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How did you hear about this contest and what is your main incentive to participate? (this is confidential)

Direct outreach from a Changemakers team member - Kalpana Kaul, Asia Director & Managing Editor, Changemakers

Kalpana got in touch with Indiagames and explained the concept behind the contest and also referred us to the Changemakers website to get a better idea of the various interesting initiatives being undertaken using gaming as a medium.

By participating, we aim to contribute our bit to creating awareness about this serious but oft-neglected problem of obesity, which affects most people in some way or another and is often the cause of serious long term life threatening diseases. We feel the contest will provide us an opportunity to interact and present our case to an international audience and help create awareness of how a simple, enjoyable, easy to execute and affordable solution can be used to raise awareness about a serious problem affecting millions across the globe.