Quicko.com initiates a public service campaign #RightToPayTax via Scarecrow Communications India supported by many business leaders
KV Sridhar ‘Pops’ (Chief Creative Officer, Sapient Nitro, India), Mahesh Murthy, (Founder, Pinstorm & Founding Partner, Seedfund), Ayaz Memon (Noted columnist & Sports Commentator, Bharat Ranga (Former Chief Content & Creative Officer, Zee Group & Founder RanCorp), Roshan Abbas (MD, Encompass), Rahul Puri (MD, Mukta Arts Limited), Rajesh Kejriwal (Founder and CEO, Kyoorius) and many others have lent support to a new campaign by appealing to Indians that paying tax is a right not a duty.
A series of videos capturing their appeal will be primarily circulated through digital media and subsequently through offline media like multiplexes and select TV channels.
Every initiative begins with small steps. But over time, thousands of small steps turn an initiative into a movement. #RightToPayTax is one such initiative.
The seeds of the movement were sowed when a key fact was discovered: only 2.89 % of India’s population pays tax*. Every time someone attempted to tell people that paying tax was their responsibility, it always came across as preachy.
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. Hence, the genesis of #RightToPayTax.
A young organization, Quicko, decided to step forward to kick off this public service initiative, #RightToPayTax and help mobilize people for the movement. The initiative is also supported by Scarecrow with their expertise in communication and Connect.1, a division of Mukta Arts Limited with their proficiency in audio visual production.
Quicko is an online financial service started by Vishvajit Sonagara. In the past, he has worked for Deutsche Bank, Fidelity Investment and Thomson Reuters in the US. Sonagara’s world view has been shaped largely by these hugely successful financial organizations.
“I am a huge supporter of technology in our daily lives, and I have seen software turn complex tasks into beautiful experiences for the common man. Quicko is a young startup that’s breaking boundaries of software to change how personal finances are done in India. It’s also devoted to bringing about a social change in the way people interact with finances and financial instruments.”, said Sonagara.
“Scarecrow Communications has a special inclination towards social causes. Sometimes, it is as simple as felicitating the unsung people of the industry, the finishing artists, the make-up artists and others. Sometimes it is a little more complex like raising public awareness against cyber theft for clients like DBS. #RightToPayTax is one such meaningful initiative that Scarecrow would always like to support.”, added Manish Bhatt, Founder Director, Scarecrow Communications.
Credits –
Team #RightToPayTax includes:
Quicko: Vishvajit Sonagara, Abhijit Sonagara, Govind Rai
Scarecrow Creative Team: Manish Bhatt, Raghu Bhat, Anindya Banerjee, Gagandeep Singh, Aditi Satpute.
Scarecrow 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