Social Media Campaign on Union Budget 2015 for IIFL (India Infoline Pvt Ltd). Won Silver at IPRCCA 2015 Awards.

1. BOLINDIABOL
CAMPAIGN
IIFL

2. The Backdrop
• The Union Budget is important for every financial
organization, like it is for the common man. Feb 28, 2015
marked an important day in India because it was the new
government giving its first full term budget.
• Scenario during the Budget on Social media
platforms
• The Budget is a time when all financial organization aim
to do the best in terms of content that will attract
audiences. While doing so, it often happens that everyone
talks about the same thing which in turn makes the
scenario cluttered and competitive.

3. The Challenge
To be different from competition, and thus break the clutter
The Objective
Engage audiences on social platforms while breaking the
clutter

4. Idea
• India being a politically aware country, everyone has a point of view on
politics and the important economic matters. The Union Budget 2015 was
probably the most important day in India after the Elections; and thus the
expectations were high.
• Every individual wants the budget to have something that will benefit
them. However, at the same time the masses believe that their voices are
never heard. They need a platform to speak and to voice their opinions.
As a brand we wanted to augment this insight.
• In the past, especially during the elections, we saw the masses using
social media as a means to share their thoughts. Social has since
become more powerful than it was and everyone seems to have hopped
onto the bandwagon. We were clear that our campaign needed to run
heavily on Social Media to achieve our objective.
• So, we laid a platform, through social media platforms, for the masses to
voice their opinions and expectations. Thus, the campaign #BolIndiaBol.

5. The Creative Thought
• The creatives represented the different aspects of the common man through
subtle variations. A Mic was the element chosen for the campaign which brought
about the core of the campaign which was ‘voicing the opinion of the common
man’.
The Campaign
• We chose Twitter and Facebook as our main platforms. However, we also ran the
campaign on LinkedIn and Google+.
The Campaign was largely broken into three parts:
• Pre Budget
• Day of the Budget
• Post Budget

6. Pre – Budget
The Pre-Budget formed the crux of the campaign with
majority of the activity taking place during this time. The
campaign started with an educative series to holistically
demystify Budget terms. This is because while most people
understand the importance and the effect of a Union
Budget, they do not fully understand terms.

7. After a few days of educative content we
introduced content which would help us
engage with the audiences

8. We began engaging audiences through polls. These polls
asked audiences pointed questions through which they
shared their opinions.

9. Alongside the polls, we asked audiences what their expectations were from the
upcoming budget. The responses we received were shared on social platforms.
This activity resonated with people from various age groups and helped us
gather more opinions.

10. While we started to receive opinions of people across platforms, we
also shared expectations from the Team IIFL on specific sectors and
how they thought it would impact the market.

11. A day before the Union Budget, a
twitter chat was organized with Amar
Ambani. This encouraged audience to
asked questions on expectations as
well as the outlook of the markets posts
the announcement of the budget.

12. Budget Day:
On the day of the Budget, we covered the
Finance Minister’s Budget speech live
through our twitter handle @IIFLCorporate.
These tweets were being retweeted from
our other three handles.
@IIFL_Live also covered our analysis of
the budget as the speech was being given.
Post the Budget speech, we updated our
social platforms with the highlights of the
Budget.

13. Post Budget:
Post the Budget day, we continued with the #BolIndiaBol Campaign by
asking people their thoughts on the budget through pointed questions.

14. The Impact
The core of the campaign was to be the platform through which the common man can voice
their expectations while breaking through the clutter across social platforms.
With this campaign, we achieved the objective. The response we received was tremendous
and our content reached out to a large number of audiences.
On Twitter
•We reached 22,00,278 timelines through #BolIndiaBol
•We reached 11,98,091 timelines through #BudgetIIFL
•We increased by 982 followers during the campaign
On Facebook
•We reached out to 40,46,896 timelines
•We got 1,86,08,835 impressions
•We got an engagement of 16,728
•We increased 2,306 fans during the campaign
On LinkedIn
•We got 25,032 impressions
•We increased by 633 followers

15. Finale!
Won Silver at IPRCCA 2015 Awards

16. THANK YOU!