LiveMint, the world’s fastest-growing news website (Similarweb, Sep 2023), is set to launch reader and advertiser engagement initiatives for the upcoming Union Budget 2024. With a theme centered around Artificial Intelligence (AI), Mint’s Union Budget offerings present a distinct platform for brands to align with innovation and India’s limitless potential.
As India’s leading premium finance and business news publication, Mint has an integrated newsroom covering national, international, and business news with a presence in 65 cities through 9 editions. With an impressive 124 million total views and 30 million total unique visitors (Source: Comscore MMX Multi-platform, Business/Finance News Publishers, November 2023, India), Mint is #2 Business News Platform in India, with a reach that extends across various social media platforms, including Twitter, Facebook, Instagram, and YouTube. On mobile, Mint is #1 Visited Business News platform in India (Source: Comscore MoMX, Total Visits, Business/Finance News Publishers, September 2023, India).
Delving into Mint’s audience, 33.3 million belong to the BFSI sector, with 25 million avid investors, 15 million stock investors, and a diverse range of finance enthusiasts. (Source: LiveMint Internal Data). This year’s Union Budget, the 6th presented by Finance Minister Nirmala Sitharaman, is built on the pillars of inclusive growth, macroeconomic stability, and sustainable development. The focus sectors include manufacturing, IT, renewable energy, infrastructure, real estate, auto, pharma, retail & e-commerce, BFSI/fintech, SMEs/MSMEs.
The key differentiators include the introduction of the AI chatbot #AskMint, deep sectoral focus, bespoke video content, and extensive reader engagement initiatives. Mint users will be able to ask questions or queries to the AI-enabled chatbot which is fed with previous budget data and will be updated with the latest data on Budget Day 2024.
For the first time ever, Mint has introduced a unique reader engagement plan, aimed at fostering daily consumer engagement through daily budget quizzes with rewards for winners, polls, personalised summary of key budget announcements – all of these with a multi-pronged strategy. With in-app push notifications, quarter-page print ads and digital display banners, along with prominent web/app header banners, Mint’s innovative approach for Union Budget 2024 ensures a dynamic and interactive experience for the audience.
Three-Phase Approach: Pre-Budget, On-Budget Day, and Post-Budget
Mint’s digital platform will provide comprehensive coverage in three phases—Pre Budget, On Budget Day, and Post Budget—across desktop site, mobile app, microsite, and social media. The pre-budget phase includes content addressing personal finance, impact on income tax, and more, fostering user engagement through articles, videos, tools, widgets, and social media posts.
Live Coverage and Streaming on Budget Day
On the budget announcement day, Mint plans to elevate its coverage with live streaming of the Finance Minister’s budget speech, ensuring maximum visibility. Key announcements affecting industries and the common man will be highlighted, accompanied by market update widgets and budget ratings, providing real-time data and expert insights.
Post-Budget Analysis
The post-budget phase on LiveMint will feature an in-depth analysis, reactions and takeaways from industrialists, sectoral and market analysis, providing a holistic view of the budget’s impact. Mint’s three-phase approach opens avenues for high-impact sponsorship opportunities, allowing brands to reach their target audience through digital and print collaborations. Ancillary sponsorship options such as sectoral sponsorship, CXO roundtables, and budget interviews promise high engagement with the discerning Mint audience.
“Mint’s Union Budget 2024 coverage based on artificial intelligence is designed for brands to captivate their target audience with a theme that resonates with the pulse of the future. Mint stands out with its highly engaged audience and robust, consistent momentum. As brands look to surge ahead, Mint aims at providing the perfect stage to showcase innovation, align with futuristic themes, and make a lasting impact during this critical juncture in India’s economic landscape”, Puneet Jain, Chief Executive Officer, HT Digital.
