Bajaj Allianz Life Insurance Company Limited, one of India's leading private Life Insurance companies, wanted to create awareness and educate consumers about the different financial instruments which can help them save on income tax. We conceptualized, designed and executed Tax Monster – a campaign which helped people tackle their tax worries.

What we set out to achieve

Bajaj Allianz wanted to educate professionals on different ways to save Income Tax through life insurance schemes (under Sec 80 C) using Social and Digital mediums. While potential clients were put off by financial jargon, tax advisors were failing to connect with would be customers. We came up with the idea of creating a character known as the ‘Tax Monster’, a personification of the much hated taxes, communiting in a Bollywood style.

Kurlon Yoga Day
Kurlon Yoga Day

Content Marketing


Community Engagement


Creative Technology


How we did it

The campaign was kicked off by creating content around common tax issues faced by working professionals and individuals, mainly relating to investment options. This was followed up with a robust social media strategy which included hashtags – #TaxGiri (content bucket around tax trivia and tips), #WorryFreeMoment, #BefikarMoment, #MaukePeChauka, #ValenTaxDay, #HERoInMyLife and #KheloHoliBefikar (to periodically fuel the campaign leveraging special occasions). A micro-campaign #PictureAbhiBakiHai was created to let users come up with ideas to overcome problematic situations put up by the brand. An informative video was also created to highlight different ways of defeating the ‘Tax Monster’. All this, backed up with a well-orchestrated strategy involving visual and web-based content to illustrate products and their features. A fun and engaging Facebook game – Defeat the Tax Monster, added the much-needed interactivity to the campaign.


users were engaged




new Facebook likes were generated


new Twitter followers were added


mentions were generated for #TaxMonster


mentions were generated for #PictureAbhiBaakiHai


enthusiastic players shot the Tax Monster

The outcome:

Apart from letting people get their revenge on the Tax Monster, the campaign was successful in creating close to 700k digital impressions and leveraging other social media channels like YouTube and Instagram for an increased traction. While other digital assets like Tax Calculator and custom tabs (product demo) helped generate a high number of leads. Overall, the Tax Monster campaign was an outright success in bridging the gap between the advisors and end consumers.



  • Global Marketing Excellence Awards 2015
    - Best Use of Social Media in Marketing
  • 6th CMO Asia Best Use of Social Media
    in Marketing Award 2015
  • National Awards for Marketing Excellence 2015
    – Best Use of Social Media in Marketing




mentions were generated
for #TaxMonster


mentions were generated
for #PictureAbhiBaakiHai


enthusiastic players shot
the Tax Monster