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Industry stalwarts feature in’s #RightToPayTax campaign

Conceptualised by Scarecrow, the digital campaign features the likes of KV Sridhar, Mahesh Murthy, Bharat Ranga, Ayaz Memon and more, who urge people to pay their taxes 

Aanchal Kohli | Mumbai | July 3, 2015

Quicko-TVC Click on the image to watch the TVC.

Every initiative begins with small steps. But over time, thousands of small steps turn an initiative into a movement. #RightToPayTax is one such initiative and the seeds of the movement were sowed when a key fact was discovered that only 2.89 per cent 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, and if one were to talk to people in a non-preachy manner and tell them that paying taxes was a right rather than a responsibility, people would be willing to listen. This is simply because people are usually more open-minded when it comes to their rights, such as right to a school, hospital, public transport and other public properties.

Hence, the genesis of #RightToPayTax came into existence collaboratively by an online financial service,, and Scarecrow Communications.

Some of the known leaders in their specific fields came ahead and supported the initiative, including Mahesh Murthy, Founder, Pinstorm & Founding Partner, Seedfund; Ayaz Memon, noted columnist & sports commentator; Bharat Ranga, former Chief Content & Creative Officer, Zee Group & Founder RanCorp; KV Sridhar, Chief Creative Officer, SapientNitro India; Roshan Abbas, MD, Encompass; Rahul Puri, MD, Mukta Arts; Rajesh Kejriwal, Founder and CEO, Kyoorius, who would be seen appealing to Indians that paying tax is our right, not our duty.

Speaking to, Manish Bhatt, Founder Director, Scarecrow Communications, said, “We have always been open to support causes that are of public interest and can create an impact, where it was ‘Hostel holi’, ‘Respect the National Anthem’ and more. I and Raghu Bhat (Co-Founder, Scarecrow Communications) have made an attempt to always spread an important cause and this time we have once again tried to create an impact among the citizens of India with #RightToPayTax.”

According to Bhatt, the centralised idea was to inject the thought among the citizens that paying tax was a right and not a duty. “The idea came in our minds when we met this young company, Quicko, which is an online financial service started by Vishvajit Sonagara. During the conversation this thought came up that there needs to be something done to urge more people to pay tax as only 2.9 per cent of our population pays taxes.”

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. “Since it is a start-up, the budgets are limited hence we thought of starting up with digital and take on to other mediums after a while, but the deadline is before August 31 as that is the last date to pay taxes,” he added.

He also mentioned that since the budgets were limited, the team decided to approach the people who were easily accessible and would support the initiative wholeheartedly.

“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 star-tup 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 Vishvajit Sonagara, Founder,

“With this young organisation, we decided to step forward to kick off this public service initiative, #RightToPayTax and help mobilise people for the movement. The initiative is also supported by our expertise in communication and Connect.1, a division of Mukta Arts, with their proficiency in audio visual production,” Bhatt further said.

The TVCs:

Mahesh Murthy:


Ayaz Memon:
Bharat Ranga:
Rahul Puri:
Rajesh Kejriwal:
KV Sridhar ‘Pops’



Creative agency: Scarecrow Communications

Quicko Team: 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

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