Creative Execution

Our strategy was simple. Educate and enlighten Indians about the direct and indirect impact of the Budget on their lives. We came up with the idea, Get Budget Smart, with moneycontrol. So that on Budget day, Indians would know what the FM said and didn’t say. We developed a content-led social media strategy that revealed the immediate and subtle effects of the Budget. On 28th February (Budget Day), we took it to a whole new level. We decided that as the Finance Minister delivered his historic Budget, we would simultaneously interpret its impact and send out posts in real time.

Budget Day Results (traffic to website): Web page views: 28.2 million. WAP page views: 13.3 million. App page views: 82.9 million. Budget Day Results (social media): 230 tweets. 10,000+ retweets. All-time high. 4,15,870 Facebook likes. Most satisfyingly, traffic was directed to moneycontrol.com, making it the top, trending website on Google on Budget day.

In the midst of all this noise of the union budget, our challenge was to make moneycontrol, India's No. 1 finance portal and their Budget 2015 coverage, stand out. We hit upon a simple insight about Indians and the Budget.Most people don't understand the Budget and its impact on their lives. The truth is, what the Finance Minister says and doesn't say in his Budget speech has important consequences.