Voluntary Compliance Encouragement Scheme: A crash course in recovering taxes from stubborn defaulters

This case study describes how the Indian Government created an amnesty scheme to encourage stubborn tax avoiders to pay their tax.

Government of India: Voluntary Compliance Encouragement Scheme – a crash course in recovering taxes from stubborn defaulters

Neha Chopra and Rema Bagga

Campaign details

Brand owner: Government of IndiaLeading agency: McCann WorldgroupBudget: 1 – 3 millionCountry: IndiaIndustry: Government, social policyMedia: Public relations; Television

Market background and cultural context

Tax evasion – a national sport in India

India loses 14 trillion rupees ($314 billion) from tax evasion annually (Source: The Black Economy of Indiaby Arun Kumar), an amount that could have funded the country's last 16 annual budgets....

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