When Bajaj Allianz Life Insurance got rid of the Tax Monster..

Bajaj Allianz Life Insurance defeated the tyrannical monster through an innovative campaign, thus lessening the stress and educating the working professionals around the financial year end.

Objective: Conceptualized and executed by Webenza Pvt. Ltd. Bengaluru, the objective of the ‘Defeat the Tax Monster’ campaign was to educate working individuals in the 25-45 years age group on different ways of saving tax, and to position the Bajaj Allianz Life Insurance products as a smart option.

Execution: Bajaj Allianz Life Insurance carried out a 3 month long ‘Defeat the Tax monster’ campaign in various stages. After introducing the incorrigible Tax monster, the #TaxGiri series that shared Tax trivia, followed with the Tax calculator and useful tax saving tips.

All of these activities built the right momentum and provided users a background on the nitty gritties of tax. All these activites lead to the actual big campaign – ‘PictureAbhiBaakiHain’ which sought advice from users placing them in hypothetical situations.  It put the users in almost real life situations, training them to smartly deal with anticipated problems.

Next, the SabseBadiFikar contest led the participants to open up and be vocal about their their worries making it a shareable and connected experience.

The campaign also leveraged the 2015 ICC World Cup and occasions such as Valentine’s Day, Women’s Day and Holi to connect with the target audience. On a lighter note, the ‘Shoot the Tax Monster’ game witnessed enthusiastic participation on Facebook.


The campaign got Bajaj Allianz Life Insurance more takers for the Fortune Gain and Future Gain schemes. This is how the numbers stacked up…

  • 68,920 new fans on Facebook & 14,384 followers on Twitter
  • 227,382 users engaged with the brand creating a whopping 673,996 impressions!
  • #TaxMonster and #PictureAbhiBaakiHai had 2,413 & 5,471 mentions respectively
  • 3,938 enthusiastic players shot the Tax Monster

Education, fun and interactivity in the right proportions worked for Bajaj Allianz Life Insurance…and how!