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....