“Yeh Playground mere baap ka hai”: says Tax Payer’s proud daughter

We observed 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?”

We used kids to answer that question by saying, “Haan, yeh public property mere baap ki hai, because my dad pays tax.”

We wanted to remind people that the tax they pay is utilized to create great infrastructure. And one should be proud of it. That’s why we created the hashtag, #ProudToPayTax.

We have used this provocative dialogue using kids as a key element of this communication because we want to create honest, bold and real communication which can shake the inertia of non-taxpayers.

That’s why we have been single-minded enough to use the same message in 11 digital films, SMSes, web banners, Tweets, Whatsapp messages, Facebook posts, and wherever else it is found suitable in future. We have also used the same messages to create merchandise. The merchandise is available on http://www.freecultr.com/store/quicko

Campaign Credits
Team Quicko: Vishvajit Sonagara, Abhijit Sonagara, Anand Satyapanthi
Scarecrow Creative Team: Manish Bhatt, Raghu Bhat, Anindya Banerjee, Sunil Gangras, Gagandeep Singh, Aditi Satpute, Aishwarya Yadav
Scarecrow Account Management Team: Arunava Sengupta, Kevin Joseph
Insomniacs Digital Team: Govind Rai, Pranav Patadia, Dharit Shah, Chinmay Gandhi, Avinash Yadav, Sushanth Kulal
Connect One Production Team: Kritika Rawat (Production), Gagandeep Kochar (Director), Arkodeb Mukherjee (DOP), Mayur Bhimani (Editor), Kunal Lolsure and Akshay Patil (Sound)
Music: Kaizad Gherda
Sound Design: Tehmton Boga

Видео “Yeh Playground mere baap ka hai”: says Tax Payer’s proud daughter канала Quicko