Fun with finance: Brands react to Budget 2025 with creativity and humour

The Union Budget 2025, presented by Finance Minister Nirmala Sitharaman on February 1, has sparked a wave of creative and humorous responses from brands across India. Leveraging key highlights such as Bihar's significant allocations, tax reforms, and sector-specific incentives, companies took to social media, particularly Twitter, to share their witty takes on the Budget. The hashtag #Budget2025 trended as brands showcased their agility in engaging with current events through memes and clever posts.

Bihar takes center stage
Bihar emerged as a focal point in the Finance Minister’s budget speech, with announcements including a new Makhana Board, a National Institute of Food Technology, Entrepreneurship and Management, greenfield airports, the expansion of Patna airport, and the West Kosi canal project in Mithilanchal. These initiatives not only sparked serious discussions but also inspired light-hearted commentary from brands.

Makhana’s Moment in the Spotlight
The budget’s emphasis on Bihar’s agricultural products, particularly makhana (fox nuts), caught the attention of brands. Quick commerce platform Zepto humorously highlighted makhana’s newfound prominence with a meme featuring the snack and the caption, “Abb humko chaiye full izzat,” playfully acknowledging its elevated status. 

ab humko chahiye full izzat #Budget2025 pic.twitter.com/uRTk2x1kbQ

— Zepto (@ZeptoNow) February 1, 2025

Tax Reforms Inspire Brand Memes
The announcement that income levels up to Rs 12 lakh would be exempt from tax under the new regime, along with a Rs 75,000 standard deduction, became a trending topic. Brands quickly capitalized on this. 

Tinder India tweeted, “Just a reminder that there is 0% tax on being a green flag,” while Flipkart quipped, “No income tax up to Rs 12 lakh? Jo salary katne wali thi, ab hum shopping kar sakte hain!” encouraging consumers to spend their savings.

 Reliance Jio joined the fray with a pre-budget meme, stating, “We have a message for every Indian tuning in for Budget 2025, with a plan fit for every budget.” 

Meanwhile, Magicpin launched a flashy digital billboard campaign across metro cities, advertising job openings with the tagline, “Jobs @12 LPA. Magicpin is hiring!”

Creative takes from Other Brands

Wakefit, known for its sleep solutions, tweeted, “Dear citizens, you have been exempted from sleepless nights under the Wakefit slab #Budget2025.”

Hyperdent shared a graphic of a common Indian citizen’s wallet filled with money, captioned, “A sparkling Battasii during #Budget2025.”

Amazon and MX Player’s Prime-Time Push
Adding to the buzz, Amazon and MX Player rolled out newspaper and Connected TV (CTV) ads during prime time as the budget was being announced. The ads were strategically timed to coincide with the surge in viewership on national TV and digital platforms, ensuring maximum reach and engagement.

These creative expressions not only highlight brands’ ability to engage with current events but also underscore the growing role of social media and digital platforms as spaces for corporate commentary and consumer interaction. The budget season, with its heightened viewership and online activity, has become a golden opportunity for brands to connect with audiences in innovative ways.