Moneycontrol: Rock the Sabha

How we convinced millennials to tune into the most boring event of the year: the financial budget

Every March, India's Financial Minister announces the yearly budget and in 2012 moneycontrol.com wanted millennials to pay attention to this drudgingly boring event. We decided to turn the finance minister and team into a rock band. From a teaser campaign, to live stunts in a local train, karaoke banners, a rap anthem and real-time songs written to the budget, we made 7.8 million people tune in to sing along to the budget. The improvisational nature of the campaign made it so much fun to work in.