Online tax payment platform Quicko has launched a campaign with the #ProudToPayTax, which comprises 11 films. The series has been conceptualised by Scarecrow Communications.
The films feature children of taxpayers proudly exercising their right over public property. Playing on the popular Hindi phrase ‘Mere baap ka hai’ (It’s my dad’s), the films shows the children claiming ownership of public spaces and infrastructure because their fathers pay tax. Al the films end with a call to visit Quicko to pay tax online.
The same message will straddle multiple channels, including SMS, web banners, Tweets, Whatsapp messages and Facebook posts. The brand has also created merchandise around the theme, available at freecultr.
Vishvajit Sonagara, founder, Quicko.com, said, “Only 2.89 per cent Indians filed their taxes last year and we wish to change that. We have designed software that not only makes tax return filing easy, but our data visualisation and charts help users understand big picture and finest details in a single experience. Thus enriching overall process of tax filing."
Manish Bhatt, founder director, Scarecrow Communications, added, “At the communication level, telling people to pay taxes is challenging. That’s because Indians are largely cynical about paying taxes. They think it’s a liability and they don’t correlate government’s income from tax to investment for facilities, public property and infrastructure. They don’t realise all these amenities are owned by ‘We the people of India’.”
The films have been produced by Connect.1, a division of Mukta Arts Limited.
Team Quicko: Vishvajit Sonagara, Abhijit Sonagara, Anand Satyapanthi, Govind Rai
Creative agency: Scarecrow Communications
Creative: Manish Bhatt, Raghu Bhat, Anindya Banerjee, Sunil Gangras, Gagandeep Singh, Aditi Satpute, Aishwarya Yadav
Account management: Arunava Sengupta, Kevin Joseph
Insomniacs digital team: Pranav Patadia, Dharit Shah, Chinmay Gandhi, Avinash Yadav, Sushanth Kulal
Production house: Connect One (A division of Mukta Arts)
Production: Kritika Rawat
Director (film): Gagandeep Kochar
DoP: Arkodeb Mukherjee
Editor: Mayur Bhimani
Sound: Kunal Lolsure, Akshay Pati
Music: Kaizad Gherda
Sound design: Temton