Union Budget 2023 via Bloomberg Quint / BQ Prime
Union Budget 2023 sponsored campaign — banners, social posts and email, three sponsor brands, English + Hindi editions.
The brief
Every February, India’s Union Budget is one of the biggest news moments of the year for a financial media platform — a single day where traffic, ad inventory and reader attention all spike at once. BQ Prime (Bloomberg Quint, later NDTV Profit) needed a full sponsored-campaign identity for its Budget 2023 coverage — “Growth Beyond Resilience” — that could carry three sponsor brands across every touchpoint without the campaign reading as a stitched-together banner buy.
The constraint
A hard, immovable publish date, sponsor logos that had to sit correctly across English and Hindi editions, and creative that needed to hold up across sizes — square and story social posts, standard IAB banner units, and a long-form email — all reading as one campaign rather than five separate ones.
What I did
Designed the full creative system: a set of banner themes pairing an economic tension (“Rising deficit is a downer,” “Inflation is a tall hurdle,” “Slow growth is a pain”) with a resolution (“Private investment is the needed high,” “Smart taxation is the springboard,” “Infrastructure is the relief”) over striking editorial photography — a pharmaceutical production line, a Mumbai railway platform, the Bandra–Worli Sea Link at dusk. Built out matching social posts in square and story formats, and the campaign email, keeping the BQ Prime and BQ Prime Hindi lock-ups, sponsor logo row, and “Budget 2023” mark consistent across every size.
The result
One coherent campaign identity running across banners, social and email for a platform-wide news event, with three sponsor brands (Toshiba, LG OLED, Axis Mutual Fund) integrated cleanly into the layout rather than bolted on as an afterthought.
