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Black money window: Tax dept launches ₹100-cr ad campaign

businesspaper Updated: Jul 07, 2016, 05:49 IST
Timsy Jaipuria
Timsy Jaipuria

NEW DELHI: The income-tax department has decided to launch a big advertising blitz for the ongoing domestic black money disclosure window.

It has reportedly allocated ₹100 crore for the entire publicity drive that includes printing of the income declaration scheme (IDS) ads on the back of boarding passes of seven airlines including Air India, Spicejet, Indigo, Vistara and Air Asia.

“We also plan to print similar ads on first class and II-tier AC passengers travelling on Indian Railways,” revenue secretary Hasmukh Adhia told HT.

Adhia added that the government will shift focus from television, radio and newspaper commercials to modern solutions such as promoting 3-minute videos on Youtube, Twitter, Facebookand other social media platforms.

“We have also asked all our tax officers to circulate these videos on WhatsApp to their contacts so that it gets a mass circulation,” Adhia added.

Most of these advertising solutions will be in place from July 15 to September 30.

Other options that tax department will exercise include townhall meetings, issuing of bookmarks, putting ads in shopping malls, club houses, markets and showrooms of high-end products among others.

The IDS 2016, which opened on June 1, allows domestic black money holders to declare unaccounted wealth and come clean by paying a tax and penalty totalling 45%.

Traditional publicity options in tier-II and tier-III cities will also continue by means of tax officers disseminating information through posters in regional languages, stalls at local fairs.

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