Bajaj Allianz Life Insurance Company Limited, one of India's leading private Life Insurance companies, wanted to build on the success of the ‘Tax Monster’ campaign in the previous year. We conceptualized, designed and executed newer ways to tackle the Tax Monster and helped people ease their tax worries.

What we set out to achieve

Tackling the same problem as in the previous year, the objective was to reach out to an even larger audience who perceived tax saving instruments as a serious entity. We decided to build a fun and interactive, digitally led social media campaign using the same Bollywood inspired tonality like the previous year.

Kurlon Yoga Day
Kurlon Yoga Day

Content Marketing


Creative Technology


Community Engagement


Performance Marketing


How we did it

The campaign was rolled out in three phases
Phase 1 - Tax Monster Returns
Phase 2 - Tax Monster Invades
Phase 3 - Defeat The Tax Monster

While Phase 1 created expectations around the Tax Monster’s return, Phase 2 emphasized the influence of the Tax Monster through real life scenarios, Phase 3 provided people with tips and solutions to save tax.

In addition to a robust social media strategy with a strong Bollywood tonality that targeted salaried individuals in the 18-45 year group, an intuitively built landing page allowed them to explore all the different ways to save tax. A host of community engagement initiatives connected with our audiences across multiple digital and social platforms.

Including hashtags like #TaxMonsterReturns and #TaxGiri, a social post series around finance & investment – InvesTales; and a number of minimal design posters under hashtags #PeechaNahiChhodega, #AnotherYear and #RoadSafetyWeek were created to keep the conversations alive.

Two new characters Appu and Pappu were introduced to educate customers about life insurance and financial planning. While interactive calculators helped people to plan income tax and other expenses, infographics and twitter engagement activities like #InvestBefikar helped them solve their tax worries.

Special days and festivals like Valentine’s Day, Holi, etc. were also leveraged through a series of 15 second videos starring the Tax Monster and hashtag engagements like #MeriLifePlanner.


views were received for the Tax Monster Returns on YouTube



campaign impressions were received on Facebook



campaign impressions were received on Twitter



new fans were added on Facebook



new followers were added on Twitter



engagements happened on Instagram



new Instagram followers were acquired



new LinkedIn followers were added


The outcome:

Re-creating success is often difficult. With a prequel that was such a big hit, we had a huge challenge on our hands this time around. However, the Tax Monster Returns campaign not only successfully increased brand visibility, engagement and awareness across social and digital platforms, but also managed to generate a huge number of qualified leads through affiliate marketing, Facebook lead cards, re-targeting, programmatic display ads, financial calculators and interactive games.



  • 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




new Twitter followers added as #TaxMonsterReturns trended for more than 4 hours and sustained #1 position for an hour


Twitter followers added as
#InvestBefikar trended for
more than 3 hours


tweet mentions as
trended for 4 hours