It’s tax filing season in the country. India is gradually shifting towards digitization and e-filing your taxes is to become the norm, at least in Tier 1 and Tier 2 cities where most tax payers dwell. With the aim to build awareness, Quicko, a company that makes it simple to file your income tax online, has launched a digital public service campaign in association with advertising agency Scarecrow Communications.
Hashtagged #RightToPayTax, the campaign conveys that it is one’s right to pay their taxes and not merely a responsibility. A series of videos find stalwarts from the media industry make an earnest appeal that it is our right to pay tax, not a duty.
Mahesh Murthy, (founder, Pinstorm and founding partner, Seedfund), Ayaz Memon (noted columnist and sports commentator), Bharat Ranga (former chief content and creative officer, Zee Group and founder RanCorp), KV Sridhar ‘Pops’ (chief creative officer, Sapient Nitro, India), Roshan Abbas (MD, Encompass), Rahul Puri (MD, Mukta Arts Limited), Rajesh Kejriwal (founder and CEO, Kyoorius) and many others have lent their support to #RightToPayTax.
The idea of the campaign stemmed from the insight that only 2.89 per cent of India’s population pays tax, a company press release stated. “Every time, someone attempted to tell people that paying tax was their responsibility, it always came across as preachy”, said Manish Bhatt, Founder Director at Scarecrow Communications.
“Hence, one needed to change the conversation. If one were to talk to people in a non-preachy manner and tell them, paying taxes was a right rather than a responsibility, people would be willing to listen. Simply because, people are usually more open-minded, when it comes to their rights. Like rights to a school. a hospital. public transport. And other public properties.”
Watch a few of the videos uploaded on Quicko’s YouTube channel:
K. V. Sridhar (Pops) wants equal opportunities for everyone:
Mahesh Murthy pushes for a better country:
Ayaz Memon on rights for sportspersons:
Quicko wants to take away the hassles associated with filing your income tax. Its ITR-1 filing software is free and offers 100% accuracy and privacy, maximum refund, expert advice and updates on changes in tax laws. Quicko will ask simple questions that will help an e-filer easily add their income breakup into the required fields and aid in easy calculations.
Speaking to YourStory, Quicko founder Vishvajit Sonagara said that digitization will see more than 10 crore online tax filers, and #RightToPayTax might just be the right push to appeal to taxpayers. Bringing on board industry veterans only adds to the appeal.
Interestingly, Scarecrow has partnered Quicko in an equity deal valuing over $2 million.