Moneycontrol.com does a song-and-dance around Budget 2013
The four-part TVC for the business channel has been conceptualised by Contract Advertising and uses humour to communicate the message
BestMediaInfo Bureau | Delhi | February 11, 2013
moneycontrol.com has recently kicked off its Budget 2013 campaign 'Budget Moves, Chidambaram Style', which shows the Finance Minister grooving to some very unique dance moves! The television campaign is in four parts and has been conceptualised by Contract Advertising.
The four commercials show a number of quirky moves that include 'Kainchi Cut' and 'Bull Walk' as part of the Finance Minister's repertoire of dance steps. The idea for this campaign was an extension of the campaign proposition from last year, '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.
The set of four entertaining films brings a dash of irreverence to a serious brand and adds the right amount of masala to the complete and exhaustive Budget 2013 coverage of moneycontrol.com. Budget 2013 on moneycontrol.com 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.
Speaking about the campaign, Rajan Srinivasan, Marketing Head, Web18, said, “The fact that the biggest and the best coverage of the Budget happens on moneycontrol.com is not news. But the fact that we have made it interactive to ensure 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 – with the Finance Minister, accompanied by his glamorous dancers, educating us on various 'financial moves' through specially choreographed dance steps! We're excited and eager to see how this campaign does in the marketplace.”
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