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Income Tax Department 2014

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Income Tax Department 2014

  1. 1. A PRESENTATION BY INDO ARYAN 27TH AUGUST 2014 INCOME TAX DEPARTMENT
  2. 2. YOUR TAX CONTRIBUTES A LOT IN EMPOWERING WOMEN
  3. 3. Women Empowerment & Taxation
  4. 4. Our take
  5. 5. Communication Strategy • It has been noticed that although people pay taxes, there is a general tendency of cribbing over it. It is always seen as a burden. • The objective of the campaign is to create awareness among the tax payers that their tax contribution is NOT going waste. A part of it is in fact going in upgrading the rural women across ages. • Therefore, the communication must more realistic, down to earth, emotive in nature yet hard hitting. In one hand it should create awareness and on the other hand it must evoke a sense of guilt.
  6. 6. Creative route • Subtly convey the message- How would you have felt had it been your loved ones? • The creative treatment to be emotive in nature with hard hitting emotional human faces with blank eyes. • Cover the day to day relatable issues.
  7. 7. Target Audience • Mass Campaign in Print and Electronic media and frequently visited sites in digital media to create general awareness. • Specific campaign targeting the possible tax evaders through digital media.
  8. 8. PRINT ADVERTISEMENTS
  9. 9. WEB
  10. 10. ROLL OVER BANNER
  11. 11. ROLL OVER BANNER
  12. 12. ROLL OVER BANNER
  13. 13. SUGGESTED MEDIA MIX
  14. 14. Mass campaign: • Print: Popular National English dailies and vernaculars • TV: Popular business channels and GECs • Radio: FMs and AIR • Web: Banner in popular websites like naukri.com, makemytrip.com, flipcart.com etc Specific campaign: Web: • Bulk Mail targeting the defaulters • Banner ads in the following sites: • Investment related sites like moneycontrol.com • Popular Holiday / travel sites like makemytrip.com • Religious sites like tirumala.com • Other sites of exclusive high end brands like rolex.com
  15. 15. CELEBRITY ENDORSEMENT – AGENCY SUGGESTION
  16. 16. CELEBRITY PROFILE Deepik Kumari (born 13 June 1994) is an Indian athlete who competes in the event of Archery, is currently ranked World No.2, and is a former world number one. Coming from a remote village of Jharkhand, Deepika Kumari, born to an auto rickshaw driver and Govt. Hospital Nurse, is a true face of woman empowerment.
  17. 17. DEEPIKA KUMARI – ACE ARCHER
  18. 18. THANK YOU

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