Moneycontrol.com has launched TV promos for its upcoming Union Budget 2013 coverage themed ‘Budget Moves, Chidambaram Style’. The campaign created by Contract Advertising went on air on 7 February and will run till 28 February on Network18’s bouquet of channels.
The campaign is an extension of last year’s ‘Rock the Sabha’ that featured lookalikes of politicians including P Chidambaram, M Karunanidhi, Mamta Banerjee and then Finance Minister Pranab Mukherjee playing guitars and jiving to rock music.
This year’s films show a masked lookalike of Union Finance Minister P Chidambaram dressed in a white shirt and dhoti presenting ‘The Budget Moves 2013’. Alongside a number of dancers, he proceeds to show off unique dance moves aptly titled ‘Kainchi Cut- The Taxation Move,’ ‘Pump Step - The Inflation Move’ and ‘Bull Walk - The Market Move.’ The music changes with each move. The promos end with a super announcing: ‘The Budget 2013 Comes Alive only on moneycontrol.com. Live on 28 Feb.’
On 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 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.”
Creative agency: Contract Advertising
Contract creative team
Production House: Opticus Inc
Director: Suresh Triveni
Producer: Ketaki Guhagarkar