Pune: PCMC Takes Innovative Approach With Marathi Meme Competition For Property Tax Awareness
Pimpri, 18th February 2023: The tax collection department of the Pimpri-Chinchwad Municipal Corporation (PCMC) is using humor to promote awareness about property tax collection through a Marathi meme competition. The first phase of the competition has already concluded, with the second phase starting on February 21. Citizens have responded enthusiastically, with numerous memes posted on the Facebook group “Marathi Meme Monks.”
The creative initiative was launched by the Municipal Corporation, which recognized the power of social media in touching on social issues. The campaign uses famous dialogues from popular films, such as “Sholay,” “Duniyadari,” and “Sairat,” to appeal to citizens to pay their due property tax. For example, one meme features a scene from “Deewar,” in which Shashi Kapoor responds to Amitabh Bachchan’s question with, “I have a receipt for paying property tax” based on the dialogue ‘mere paas ma hai (I have mother)’.
The PCMC has effectively used social media to promote its message to citizens, recognizing that the definition of communication is constantly evolving with advancements in technology. The competition seeks to embrace this shift towards new media while raising awareness about the overall taxation system of the municipality.
Nilesh Deshmukh, Assistant Commissioner of the Pimpri-Chinchwad Municipal Corporation, emphasized that the competition is not intended to ridicule defaulters but rather to promote awareness about tax collection in a fun and creative way. With the success of the first phase of the competition, it is clear that the use of humor and creative media can be an effective tool in promoting awareness and encouraging citizens to fulfill their civic duties.
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