IdeateLabs's new campaign, ‘Budget Starts And Ends With BT'

IdeateLabs, one of India's full-service digital-first marketing solutions providers, has announced the launch of the Union Budget 2023 campaign for Business Today, an Indian fortnightly business news publication. The campaign highlights the extensive and in-depth coverage of the Budget by the publication and throws light on it from various perspectives, leaving no nuances uncovered.
Modi government looks at fiscal consolidation in Union Budget 2023 - dubbed Modinomics – as it’s the last budget before the 2024 elections. The Union Budget impacts everyone, be it the common person, industrialists, stock markets to policymakers across sectors. Hence, the campaign is derived from the word 'budget' – which organically has B and T as the first and the last letters.
The multi-channel campaign has messaging targeted at various audience and pitches the news publication as the best source to know all things related to the budget.

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Raman Minhas, (pictured), Chief Creative Officer, IdeateLabs, commented, "The brief demanded innovative thinking, given the heightened interest in the budget this year. And the idea was right there, staring at us in the face, in the word Budget itself. Then it was just about crafting messages that all the various cohorts could relate to. And customising them to various media and touchpoints. The whole idea of turning the brand name into a creative device was exciting. Kudos to the BT team for greenlighting it with equal excitement."