Scarecrow Communications and Quicko’s new #ProudToPayTax campaign has children of Indian taxpayers saying ‘because my dad pays tax’

Scarecrow Communications 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?”

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

Scarecrow wanted to remind people that the tax they pay is utilized to create great infrastructure. And one should be proud of it, so they created the hashtag, #ProudToPayTax.  

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

That’s why they 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. They have also used the same messages to create merchandise.

Credits –

Sound Design: Temton