ClearTax has launched a new campaign titled “Double Check,” built around the rising complexity of income tax filing in India.
The campaign features three films centred on a trader, an investor, and a wealth builder, each turning to expert-assisted tax filing. The narrative draws on a familiar consumer instinct – the tendency to verify financial decisions before finalising them.
ClearTax said the campaign responds to shifting tax filing patterns following the introduction of the ₹7 lakh tax rebate in 2023. The company noted that ITR-3 filings in the ₹5 lakh to ₹10 lakh income bracket grew 116% year-on-year, while ITR-2 filings in the same bracket rose by roughly 42%. Nearly a third of all returns are now filed using ITR-2 or ITR-3, a share ClearTax expects to climb further with the rebate threshold now raised to ₹12 lakh.
Archit Gupta, Founder and CEO of ClearTax, said the way Indians manage their money has been changing steadily, with more people trading in F&O, holding equity portfolios, exercising ESOPs, and earning from multiple income sources rather than a single salary. He said “Double Check” reflects this shift, capturing a consumer who now expects the same level of diligence from their platforms that they apply to their own financial decisions.
He added that ClearTax’s focus remains on keeping filing simple and accurate even as income sources grow more complex, whether through greater accuracy, surfacing eligible savings, or expert guidance when needed.
The campaign is rolling out across digital platforms.
