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A PRESENTATION BY INDO ARYAN 27 TH AUGUST 2014 INCOME TAX DEPARTMENT

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Page 1: Income Tax Department 2014

A PRESENTATION BY INDO ARYAN27TH AUGUST 2014

INCOME TAX DEPARTMENT

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YOUR TAX CONTRIBUTES A LOTIN EMPOWERING WOMEN

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Women Empowerment & Taxation

Page 6: Income Tax Department 2014

Our take

Page 7: Income Tax Department 2014

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.

Page 8: Income Tax Department 2014

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.

Page 9: Income Tax Department 2014

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.

Page 10: Income Tax Department 2014

PRINT ADVERTISEMENTS

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WEB

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ROLL OVER BANNER

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ROLL OVER BANNER

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ROLL OVER BANNER

Page 18: Income Tax Department 2014

SUGGESTED MEDIA MIX

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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

Page 20: Income Tax Department 2014

CELEBRITY ENDORSEMENT – AGENCY SUGGESTION

Page 21: Income Tax Department 2014

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.

Page 22: Income Tax Department 2014

DEEPIKA KUMARI – ACE ARCHER

Page 23: Income Tax Department 2014

THANK YOU

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