20th August 2016
After its star-studded public service initiative ‘Right to Pay Tax’, Quicko, the online financial services portal, has launched its first brand campaign titled ‘Proud to Pay Tax’. The communication has been conceptualized by Scarecrow Communications and produced by Connect.1, a division of Mukta Arts.
The largely digital campaign, comprising of 11 ads, uses the common Indian phrase ‘mere baap ka hai’ to evoke its audience. While all the ads feature kids, some have a narrative around the misuse of public property, and others are short monologues. All ads end with the idea, ‘Ye public property mere baap ki hai, because my dad pays tax’.
“We observed that when it comes to enjoying basic public facilities, people behave irresponsibly. When questioned about their behavior, the standard response is, ‘Yeh public property tere baap ki hai kya?’. This is where the insight comes from,” says Manish Bhatt, founder-director, Scarecrow Communications. He adds, “People are largely cynical about paying taxes, which is why the use of such a phrase was needed to shake their inertia.”