#BudgetPeCharcha goes beyond dry finance oriented campaigns

Brand

Angel Broking

Agency

CogMat

Objective

With #BudgetPeCharcha, the idea was to encapsulate the anticipation of the upcoming budget and engage users by giving them a chance to share their wish-list and views for the upcoming Union Budget - either through a text or video or through participation in several rounds of polls.

Post the announcement of the annual Railway Budget, campaign #BudgetPeCharcha was established to gain constant momentum with an array of activities.

Execution

The initial launch saw a panel of experts from the brand sharing insightful information and decoding what the Railway Budget meant for the country. This was in sync with live updates and interactions on Facebook and Twitter.

The peak of the campaign, three days prior to the Union Budget announcement, was the contest on Facebook and Twitter on 26th Feb, with the native hashtag. With this contest, a series of objective and subjective questions were asked, thereby inviting participants to share their quirky entries and expectations from the budget.

Results

Social media uproar of this campaign could be listed down in digits as on Facebook it reached a total of 24,855, receiving a reaction of 2835, 3985 comments and a total of 3525 shares.

1,43,301 impressions on Twitter, 3200 retweets, around 2300 likes and 7000 replies. On the day of the contest, #BudgetPeCharcha trended in Mumbai at No. 1 and India at No. 4, garnering over 1.8 million impressions.

Can there ever be a Budget that proposes to take the term 'Budget' itself to graduate to term 'Luxury'. Ever? #Budget2016 #BudgetPeCharcha

— Kapil Muzumdar (@KapilMuzumdar) February 29, 2016

@AngelBrokingLtd #BudgetPeCharcha A6:- Indra Nooyi. She is the most powerful women and is an Inspiration to us.

— pulkit poddar (@pulkitpoddar1) February 27, 2016