afaqs! news bureau
Digital

Arc Worldwide wins TaxSpanner.com's digital account

The agency has won the business after a multi-agency pitch that included Webchutney, Digiqom and Pepper Square.

Arc Worldwide, the integrated marketing services arm of Leo Burnett Worldwide, has bagged the account of TaxSpanner.com, a website that offers online preparation and filing of individual income tax returns. The agency has won the business after a multi-agency pitch that also included Webchutney, Digiqom and Pepper Square.

Arc Worldwide wins TaxSpanner.com's digital account
The agency will handle creative and digital marketing strategy functions of TaxSpanner. Speaking to afaqs!, C V S Sharma, head, Arc Worldwide (India), says, "Our mandate will be to educate consumers about filing their income tax returns online. We will try to convince users to change the way they file income tax returns. We will use digital media to create awareness and create a positive buzz about TaxSpanner."

Arc Worldwide plans to use display, search, mobile and social media marketing to achieve its mandate. Sharma says that a Facebook ad campaign will be initiated soon. A viral film will be developed to create awareness about e-filing and TaxSpanner. The film will be uploaded on YouTube.com. SMS and marketing campaigns targeting smartphone users will also be launched.

Apart from digital marketing, the agency will also improve the user interface of TaxSpanner.com.

In an official communiqué, Ankur Sharma, chief executive officer and co-founder, TaxSpanner, says, "Arc'sintegrated approach with digital and social media as drivers found resonance with our own thinking. The understanding of the medium and the passion that Arc brought to the table helped us choose it as our digital partner."

Some of the clients of Arc Worldwide include Philip Moriss, HPCL, P&G, Piramal and Carrefour.