Sab ka Budget sab ki jeet
The government wants to reach out to a larger cross section of India…to be inclusive…to put the spotlight on the millions of invisible Indians who are otherwise forgotten in the shadows of a richie-rich India.
| Josy Paul BBDO India, Chairman & National Creative director |
The Finance Minister's brief to us at BBDO India; "We must produce wealth and then divide it equally.
How can we have a welfare state without wealth? That the government wants to reach out to a larger cross section of India...to be inclusive...to put the spotlight on the millions of invisible Indians who are otherwise forgotten
in the shadows of a richie-rich India.
This was the basis of our communication strategy.
We saw the primary target audience as families that earn less than Rs 5-lakh a year (rural and semi urban India, middle and lower middle class segments of society.)
There's a growing feeling among our audience that the budget ignores their needs and benefits just a few, the urban middle class.
The have-nots will soon have a lot! Not just the guys in the city, everyone will win!
Team BBDO India
How can we have a welfare state without wealth? That the government wants to reach out to a larger cross section of India...to be inclusive...to put the spotlight on the millions of invisible Indians who are otherwise forgotten
in the shadows of a richie-rich India.
This was the basis of our communication strategy.
We saw the primary target audience as families that earn less than Rs 5-lakh a year (rural and semi urban India, middle and lower middle class segments of society.)
There's a growing feeling among our audience that the budget ignores their needs and benefits just a few, the urban middle class.
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We felt that the new all-inclusive budget was the best opportunity to stem this rising tide of frustration. To show the invisible people of India that their time has come. That the budget is thinking of them too. The have-nots will soon have a lot! Not just the guys in the city, everyone will win!
Team BBDO India
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