Quicko urges Indians to use public property responsibly
Conceptualised by Scarecrow, Quicko's new #ProudToPayTax campaign has children of Indian taxpayers saying, “India ki public property mere baap ki hai”
BestMediaInfo Bureau | Delhi | August 31, 2015
Online financial service Quicko.com has come out with a new campaign as part of its #ProudToPayTax campaign. While the earlier campaign saw India's industry stalwarts urging people to pay their taxes as it was their right and not duty, the latest campaign involves children to highlight the responsible use of public property.
We often observe that when it comes to enjoying basic public facilities, amenities and infrastructure, people behave irresponsibly. It's as if the facilities belong to someone else. When questioned about their behaviour, the standard response is, “Yeh public property tere baap ki hai kya?”
In Quicko's campaign, kids to answer that question by saying, “Haan, yeh public property mere baap ki hai, because my dad pays tax.”
The ad films seek to remind people that the tax they pay is utilised to create great infrastructure. And one should be proud of it. Hence, the hashtag, #ProudToPayTax, has been created.
This provocative dialogue using kids is a key element of this communication that intends to shake the inertia of non-taxpayers.
The same message is driven home in 11 digital films, SMSes, web banners, Tweets, Whatsapp messages, Facebook posts, and other digital platforms. The message has also been used to create merchandise, which is available on http://www.freecultr.com/store/quicko.
Manish Bhatt, Founder Director, Scarecrow Communications, elaborated, “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 co-relate 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'.”
Vishvajit Sonagara, Founder, Quicko.com, added here, “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 filing tax return 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.”
The films have been produced by Connect.1, a division of Mukta Arts.
The TVC:
Credits:
Client: Quicko
Client team: Vishvajit Sonagara, Abhijit Sonagara, Govind Rai
Creative agency: Scarecrow Communications
Creative team: Manish Bhatt, Raghu Bhat, Anindya Banerjee, Gagandeep Singh, Aditi Satpute
Account management team: Arunava Sengupta, Kevin Joseph
Insomniacs Digital Team: Pranav Patadia, Dharit Shah, Chinmay Gandhi, Avinash Yadav, Sushanth Kulal
Connect One Production Team: Kritika Rawat (Production), Akshay Patil (Sound), Babu Kanciapta (DOP), Mayur D Bhimani (editor)
Music: Kaizad Gherda