Rs 35 lakh: Cost of PM Narendra Modi’s Yoga Videos and Photo Shoot, AYUSH Ministry spent Rs 20 crores on Ads for International Yoga Day


Rs 35 lakh: Yes that’s the cost the PMO spent only on Narendra Modi’s Yoga videos and photo shoot for International Yoga Day June 21, 2018, which went viral all over the world. And yes, these are conservative figures only!

This does not include the costs for the animated yoga videos where a cartoon character resembling Modi is shown demonstrating various asanas or yoga positions. The animated Modi Yoga cartoon video was made by a private party at the insistence of the BJP Media Cell. It is not known if the private party has billed the BJP for the animation, which is expected to cost at least an additional Rs 40-45 lakh. Another source told that such animation could even cost Rs 75 to 80 lakh depending on where it is done. It is much cheaper in cities like Hyderabad, but costs double if done at a large Animation Studio in Mumbai.

Addressing the nation in his monthly radio address, ‘Mann Ki Baat‘, the Prime Minister lauded people who made the animation yoga video and shared the same too.

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The PMO is extremely tight-lipped about the expenses for this ‘publicity stunt’ and strict instructions have been given to PMO personnel not to discuss it even casually with friends or family. Why all this secrecy, unless the money came from some tainted source?

Officially, the PMO maintains it did not spend a single penny on this shoot  the same was corroborated by a tweet by Sports and I&B Minister Rajyavardhan Rathore on Monday evening, almost 24 hours after the original post went viral, (the post has been updated since then) who stated in his tweet that the videos and photos were shot by the in-house PMO videographer, but unofficially, PMO sources confirmed to that the entire exercise cost over Rs 35 lakh, which was ‘donated’ or ‘sponsored’ by a third party. Nobody is however ready to share the name of the third-party and after this news went viral on social media, our PMO source has switched off his mobile phone or probably got himself a new number. tried to contact the PMO for an official comment or clarification, but were stone-walled. It now seems a huge part of this amount was spent in circulating and disseminating the video and not on the shoot per say, and getting media houses and Tv channels to run it during prime time. before publishing this post on Saturday, made attempts to contact the Sports Minister Rajyavardhan Rathore for comment, but there was no response, possibly because it was a Saturday and after working hours.

Also Read: No money spent on PM Modi’s Yoga video: I&B Minister Rajyavardhan Rathore

Another RTI query had revealed that the government in 2015 spent Rs 15.87 crore on SMS messages alone to promote Yoga Day ahead of 21 June.

While the PMO source has denied that the amount mentioned above for the yoga shoot was spent from the purse of the Public Exchequer this year, sources indicate that the expense involved in shooting and editing the videos was “sponsored” by a private party whose identity is unknown. The videos were shot over 3 days and then edited. Besides the actual video and photo shoot, there was a ‘making video’ also made. Similarly, there was a professional photo shoot done, which was released publicly only after editing and touch up.

Was this amount paid by the BJP party? The answer may never be known.

Expenses incurred for this photo and video shoot are around Rs 35 lakh? Where did the money come from?

Modi posted his fitness video on Twitter which shows him meditating, walking on a track inspired by five elements of nature, and doing yoga exercises.

The AYUSH Ministry spent over Rs 20 crores this year for the fourth edition of the International Yoga Day, reports NDTV. This figure was obtained by RTI and reports were published by several mainline publications.

More than half of this amount was spent on advertisement, campaigns and special programmes across various media platforms like television, newspapers, journals and social media.

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The government also spent on accessories like T-shirts, caps, mats for the participants of mass yoga sessions, including the ones organised by Indian missions abroad.

The Rs. 20 crore budget did not include expenditure incurred on security and other overheads. Nor did it include expenditure by various state governments. Several NGOs were roped in to mobilize participants and the expenses spent by these NGOs is obviously not included in these figures. Media reports claim that nearly one lakh yoga enthusiasts were roped in by NGOs for demonstrations in Delhi alone and the logistics alone could have cost not less than Rs 2 crore.

RTI data had revealed that Ayush had spent Rs 32.5 crores last year on International Yoga Day. This year’s budget was lower but the government did not want a confrontation with the opposition on the scale of celebrations.

“There are 193 countries in United Nations and except Libya and Yemen, yoga day is being celebrated in all the countries,” External Affairs Minister Sushma Swaraj had said.

The Mass Yoga demonstration at Rajpath in 2015 had cost Rs 7.59 crore. Expenses for the International Conference on Yoga was Rs 1.83 crore The Ministry of External Affairs spent Rs 8 crore for related advertising and promotion activities in various Indian Missions across the world.

Apart from these, the Council for Research in Yoga & Naturopathy (CCRYN) provided assistance of up to 1 lakh rupees per district for the celebration, a total of Rs 6.7 crore. The Morarji Desai National Institute of Yoga (MDNIY) produced a film and booklets on Yoga with an expenditure of Rs 34.8 lakh.

Expenses incurred for this photo and video shoot are around Rs 35 lakh? Where did the money come from?

According to information provided by the Ministry of AYUSH under RTI, the vendor for managing the event at Rajpath was M/s. Arch Concept Pvt. Ltd. The vendor was paid a total of Rs 3.67 crore for the arrangements, reports Factly.

While it is not clear where the yoga mats were procured from, with reports claiming that the mats were purchases in bulk from China, the RTI reply suggests that the vendor Arch Concept procured 36000 yoga mats. The total expenditure (including tax) for these 36000 Yoga Mats was Rs 1.02 crore.

Meanwhile, an RTT filed by an Aam Aadmi Party activist has revealed that Rs 8.5 crore was spent just to advertise the Prime Minister’s ‘mann ki baat‘ radio address.

A RTI filed by AAP activist Mulk Raj Anand last year revealed that the government has spent over Rs 8.5 crore from January to 29 July – a period of six months, on newspaper advertisements to promote the Prime Minister’s radio address, reports the Indian Express.

Congress leader Sanjay Nirupam took a dig at Modi for posting a video on fitness challenge and wondered how many days did he “waste” on making the video.

Expenses incurred for this photo and video shoot are around Rs 35 lakh? Where did the money come from?

“In last 4 years i.e 1475 days, PM Modi spent 800 days on public rallies, more than 150 days on foreign trips. But he attended Parliament only for 19 days. God knows how many days he wasted on his Yoga videos?” Nirupam, who is the president of Mumbai Pradesh Congress Committee, said.

He also passed on the fitness challenge to Karnataka Chief Minister H D Kumaraswamy, table tennis player Manika Batra and IPS officers, especially those above 40 years of age.

The prime minister’s one-and-a-half minute video came nearly a month after he accepted the fitness challenge thrown by Indian cricket team skipper Virat Kohli.

While posting the video Modi said, “Apart from Yoga, I walk on a track inspired by the Panchtatvas or 5 elements of nature – Prithvi, Jal, Agni, Vayu, Aakash. This is extremely refreshing and rejuvenating. I also practise breathing exercises.”

Expenses incurred for this photo and video shoot are around Rs 35 lakh? Where did the money come from?

Wearing a black jogging outfit, Modi is seen walking on a track created around a tree, doing stretching exercise and sitting on a rock for meditation.

He is also seen balancing himself while walking on a narrow, circular track.

Update: According to a Times of India report, Sports and I&B minister Rajyavardhan Rathore on Monday evening clarified via a post on Twitter that no money was spent on the photo shoot. The TOI report states Rathore  ‘slammed’ Congress leader Shashi Tharoor and said that no money was spent on the PM Modi’s fitness video. He claimed in his tweet that the video was shot by the PMO videographer.

The Union minister was responding to Tharoor’s tweet which cited a media report alleging Rs 35 lakh was spent to shoot the video. Quoting the tweet, TOI says, the I&B minister took a dig at Tharoor’s mention of “lambs” in the tweet and said, “And I assure you, sir, not a single ‘lamb’ was sacrificed for the vid, let alone 35!” responds: We,  like most other Indians do not expect the PMO to admit to these expenses, particularly after such a furor on social media. In the post above, we have clearly stated that these were unofficial expenses, incurred by a third party. Which means, they do not fall under RTI. Like we have said above (and in the clarification below), the story is based on inputs provided by a PMO source,  the identity of whom we unfortunately cannot reveal at this stage. We stand by our story.

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Editor’s Note & Clarification: Firstly we would like to thank all those who shared this post. After this post went viral on social media, got several emails asking for the veracity and details of our news source.

We at are intrigued and humored that the pro-BJP, right-wing propaganda website has dedicated a detailed post about us. Yes, we are ready to share our “sources” with you, which our team has developed over the last 25 years and more, of being ‘real’ journalists all over India, but unfortunately, you won’t like to publish our stuff. Truth hurts, they say! 

Dear and all the other pro-BJP, right-wing websites and their teams and owners, we have just one message for you: we may not have the ‘deep pockets’ you have. But we definitely have one thing that you will never have – we have been ‘real’ journalists even before you were born. And speaking of our ‘sources’, the real stuff is yet to come. Having said this, let us clarify, we are not anti-Modi or anti-BJP. Give us a good story and we will publish it, period!

Yes we did ‘buy’ our current FB page from someone else. Is that a crime? You guys too buy your FB ‘LIKES’, ‘Twitter Follows” and ‘YouTube Subscribers’ from Turkey, Pakistan, Bangladesh and other such places that have click farms and run automated software ‘auto-likers’ and other ‘sidey’ vendors. We all know the lot, don’t we?

There were several abusive and threatening emails (which we anyway expected), after seeing what has been happening to Cabinet Minister Sushma Swaraj.

However, we cannot reply to all emails and hence are using this space below to clarify the following queries: 

  1. This post will be updated and modified as new data is available. The Rs 35 lakh figure was given to us by our PMO source. As every journalist and editor knows, the actual identity of “sources” is sacrosanct and cannot be revealed. No matter what! So we are sorry we cannot identify or reveal the name of our PMO source.
  2. The rest of the figures quoted above in this article are all in public domain and have already been published in the past by various reputed publications and have been obtained through RTI.
  3. This is a developing story and will be updated or corrected as more information pours in. has contacted several people associated with the Yoga Day celebrations for their input and feedback and re-confirmation of details. We will update this story as and when additional information comes in.
  4. And last, but not least, we request the PMO to kindly make public the name of the agency, photographer and cinematographer who shot the video. Give them some credit guys, you kinda entertained millions!


We welcome our readers (and enemies) to send us feedback to indiascoops AT

22 thoughts on “Rs 35 lakh: Cost of PM Narendra Modi’s Yoga Videos and Photo Shoot, AYUSH Ministry spent Rs 20 crores on Ads for International Yoga Day”

  1. How about complaining about 800 crores subsidy that government subsidizes haj for.. if you have the balls criticize that.. or does it not suit your PC game?

  2. Very good logical expose. We all know PM and his team are drama baazis, and are unnecessarily aggressive when exposed.

  3. Who’s spending for AAP party heads Nature care treatment ?
    What are the expenses incurred for congress heads US treatment ? Who paid for it ?
    Who’s sponsoring congress yuvraja vacations

  4. Feku PM, good move we all indian citizens are very much in need of Yoga And fitness very cheap publicity..

    We citizens don’t have any other issues in life Farmers are living Happy, Banks are providing subsidy to poor people, Making india, Fuel prices are down to earth, Black money reach India thru Bullet team, woman safety no rape cases register *$ha ha haa $ stop this Feku,
    Good for nothing feku will vanish your identity.

    In need of new PM, save India.

  5. Lol what a sorry state of an article! The sorry excuse for a rejoinder to OpIndia was a poor attempt. All this talk of “we are real journalists, you aren’t” is so reminiscent of the Islamists who proclaim every other Muslim is a blasphemer because he doesn’t measure up to the former’s warped ideals. Scoopwhoop accusing others of being “pro BJP” when you’re biases are so clear is yet another example of the lack of self awareness of Indian “leftists”. The folk who have clapped in glee when Modi has been called all and sundry for the last decade suddenly grow a conscience for Sushma Swaraj? LOL! Give it a break kids. You stick to your victimhood and “real journalism” with “shallow pockets”. Accuse me of being a pro BJP troll/ IT cell all you want; the fact is you paid pens are the real hacks. I work in an industry totally independent of politics. Modi as a PM is a compulsion for me. Modi-hating is a career for you. At least it helps the unemployment figures. After all, the devil would make (more) work for your idle(r) thumbs.

  6. Do not spam and talk rubbish
    ..bloody presss and media

    In india first time someone is trying to create a health awareness to all and it is being again sold as spicy news by press ….hate u medias !!!
    I seems that bellywala PM and presidents like earlier days are most suitable for all unfit indians…

    Jai hind…
    Slogan should be…
    “India to be unfit …..”
    Sooooo shameful for India

  7. And for bringing Yoga onto the world map, and for bringing a sense of pride amongst Indians, and for encouraging us on fitness…..what is your analysis on the financial spend?
    A shitty ‘scoop’ pushing a hidden agenda.

  8. I’m not a bukt … I’m way of that …. but how im world did they spent 35 lakh in this video?!? Give 1 lakh I would have made a better video then this …. they didn’t even used a DSLR …. it looks like this video is made by phn

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