ClearTax launches ‘Double Check’ campaign to boost confidence in ITR filing

MUMBAI: When it comes to money, most Indians have a familiar ritual: check once, then check again. Whether it’s a bank transfer, an investment order or an important document, a second look often brings peace of mind. Betting on that instinct, ClearTax has launched a new campaign called Double Check, positioning itself as a trusted companion for taxpayers navigating increasingly complex income tax returns.

The new campaign from ClearTax centres around a simple message: as financial lives become more sophisticated, tax filing should come with an added layer of reassurance. Through three films featuring a trader, an investor and a wealth builder, the campaign showcases the platform’s expert-assisted filing services and its focus on helping users file accurate returns.

The campaign arrives at a time when India’s tax-filing landscape is undergoing a significant shift. According to ClearTax, the introduction of the Rs 7 lakh tax rebate in 2023 encouraged more individuals to move beyond traditional salary income and participate in investments, trading and wealth creation activities.

That shift is increasingly visible in filing patterns. The company said tax returns filed under ITR-3 in the Rs 5 lakh to Rs 10 lakh income bracket grew by 116 per cent year-on-year, while ITR-2 filings in the same segment rose by around 42 per cent. In contrast, the Rs 0 to Rs 5 lakh income category has seen slower growth, marking a notable change in taxpayer demographics.

Nearly one-third of all tax returns are now filed using ITR-2 and ITR-3 forms, which are typically associated with more complex income structures involving capital gains, business income, stock market investments and other financial assets. With the rebate threshold now increased to Rs 12 lakh, ClearTax expects that trend to accelerate further during the current filing season.

The company says the growing popularity of equities, futures and options trading, employee stock ownership plans (ESOPs) and multiple income streams has made tax filing more nuanced than ever before. As a result, taxpayers are increasingly looking beyond convenience and focusing on accuracy, compliance and expert guidance.

Commenting on the campaign, ClearTax founder and chief executive officer, Archit Gupta, said the way Indians manage their finances has evolved significantly in recent years.

“The way Indians engage with their money has been evolving constantly. People are trading in F&O, holding equity portfolios, exercising ESOPs, and earning across more than one source,” said ClearTax founder and chief executive officer, Archit Gupta.

He added that modern taxpayers expect the same level of diligence from financial platforms that they apply to managing their own money, making accuracy, savings identification and expert assistance increasingly important components of the filing experience.

Beyond the campaign itself, Double Check reflects a broader strategy by ClearTax to simplify tax compliance through a mix of technology and professional support. As Indian taxpayers diversify their income sources and investment portfolios, the company is positioning itself as a platform that can help users navigate complexity without losing confidence.

In a filing season where returns are becoming less about a single salary slip and more about a complete financial picture, ClearTax’s latest campaign suggests that sometimes the smartest move is exactly what most Indians already do: double-check.