There is an observation 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.

Only 2.89 per cent Indians filed their Taxes last year and we wish to change that. We have designed software that not only makes tax return filing easy, but our data visualisation and charts help users understand big picture and finest details in a single experience. Thus enriching overall process of tax filing.