does a song-and-dance around Budget

11 Feb,2013

By A Correspondent recently launched its Budget 2013 campaign “Budget Moves, Chidambaram Style”, which shows the finance minister grooving to some unique dance moves.


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The latest commercial shows a number of quirky moves that include Kainchi Cut and Bull Walk as part of the Minister’s repertoire of dance steps. The idea for this campaign was an extension of the campaign proposition from last year’s “Rock the Sabha” which had key politicians like P Chidambaram, M Karunanidhi, Mamata Banerjee and the then Finance Minister, Pranab Mukherjee, playing guitars and jiving to the beats of rock music.


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The set of four entertaining films bring a dash of irreverence to the serious brand and add the right amount of masala to the Budget 2013 coverage of Budget 2013 on is a complete package which, apart from streaming the FM’s speech live, also includes interactive elements like poll, debates, slideshows, online chats, live blogging and videos.


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Speaking about the campaign, Rajan Srinivasan, Marketing Head, Web18, said, “The fact that the biggest and the best coverage of the Budget happens on is not news. But the fact that we have made it interactive to ensure that that we get a new generation of users interested in the Budget was something that we wanted to communicate with this campaign and I think that objective has been achieved. The look is fresh and edgy and will definitely strike a chord with the audience.”


Kaushik Roy, Senior Creative Director, Contract Advertising said, “Inspired by last year’s success, we decided to push the creative further this time, to be more entertaining and in-your-face. So this time around, it’s all about dance. We’re excited and eager to see how this campaign does in the marketplace.”


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