Bajaj Allianz Life created Appu-Pappu comic series to educate people on the nitty-gritties of Life Insurance

Case study by Bajaj Allianz Life where it created a comic series to simplify Life Insurance and its various intricacies, submitted under the category: ‘Best Branded Content Series’ for LI Content Marketing Awards 2017

The Client

Bajaj Allianz Life Insurance is a joint venture between Bajaj Finserv Ltd and Allianz SE. While Bajaj Group has more than nine decades of experience in the local market, Allianz SE is a leading insurance conglomerate globally and one of the largest asset managers in the world with over 125 years of experience in the financial services sector. Bajaj Allianz Life Insurance Company was incorporated on 12th March 2001 and started its operations on 3rd August 2001 with a commitment to offer premium financial solutions providing financial security to individuals and their families. It is one of India’s leading private life insurance companies today.

The vision of Bajaj Allianz Life Insurance is ‘To be the best Life Insurance Company in India To Buy From, Work For & Invest In.’

Problem Statement

Financial literacy in India has consistently been poor compared to the rest of the world. Here, people are unaware of the benefits of financial instruments and are therefore, bereft of any financial security. The lack of basic financial understanding leads to ineffective investment decisions.

In this scenario, Bajaj Allianz Life Insurance Company took it upon itself to provide financial understanding to the people so that they can provide financial security for their family and for themselves. For the same Bajaj Allianz Life Insurance initiated ‘Appu-Pappu’ comic series to educate people on the nitty-gritties of Life Insurance, as the majority population finds Life Insurance a difficult concept to comprehend.

While Appu is the snazzy, know-it-all girl, Pappu is the simpleton, whose understanding of life insurance and financial planning could make a 10 year old feel like a genius. In their intriguing and witty conversations through the comic series, comes out the essence of planning for future financial goals and how Life Insurance plays an imminent part in it.

Identified Objectives

  • To simplify Life Insurance and the various intricacies of it, in an engaging, simplified and endearing format
  • To create awareness about Life Insurance as a feasible and ideal protection tool against the uncertainties of life
  • To identify Life Insurance as an investment and tax-savings financial instrument
  • To position Bajaj Allianz Life Insurance as a leader in providing financial literacy
  • To promote financial inclusion and ultimately financial stability in India by talking about Life Insurance as a medium of financial inclusion


Appu-Pappu comic series has two protagonists – APPU and PAPPU. The content series comprises of an ongoing conversation between the two people based on the day-to-day life situations. Over these conversations, Appu - the learned one who knows about investments, life insurance and their benefits, answers queries or makes appropriate financial suggestions to Pappu - a young executive trying to understand his financial planning needs and has life insurance related questions.

Why a comic story? We took the route of a comic story because the human mind as proven scientifically, picks up visual depiction faster than pure textual matter.

Our strategy for the campaign comprises real-life conversations to explain the concepts of life insurance in a simple and engaging manner. As a part of this initiative, numerous channels like Print Media, Social Media and on-ground brand activation engagements are being used to communicate to the audiences.

Print Media: We advertise Appu-Pappu comic series in ET Wealth, a leading personal finance tabloid from the Times Group. We have consumed a Skybus advertising space in the ‘family finance’ section of ET Wealth for a year where the ad is featured every Monday. ET Wealth has a circulation of around 1.3 lakhs enabling Bajaj Allianz Life Insurance to reach out to our audiences across India. Each week the comic strip advertisement speaks of a scenario addressing aspects of Life Insurance and educating the readers simultaneously.

Digital Media: Simultaneously Appu-Pappu comic series is published on our digital media platforms like Twitter, Facebook, LinkedIn, Company Blog and e-mailers.

Besides print advertisements and digital media touchpoints, outdoor activities like Bloggers’ Meet and Press Conferences were few other key connection points with our audiences.

Till date the story has touched upon aspects like:

  • Why Life Insurance
  • Life Insurance Basics
  • Asset Portfolio and Allocation
  • ULIP versus Traditional - how both suit a certain need
  • Saving taxes
  • Retirement Planning
  • Benefit of ULIPs
  • Online Term Plan
  • Renewal Premium Payment
  • Investing bonus
  • Life Insurance policy renewal
  • Market Volatility and Fund Management
  • Digital Innovations like Chatbot

Appu-Pappu Leading Online Campaign: On Insurance Awareness Day (19 April 2022), we launched a campaign on social media platforms, “Life Insurance Ki Baat, Appu Ke Saath” where Appu was our lead communicator. Appu talked about financial planning and discussed the basics of Life Insurance.

There is nothing more important than life, let’s learn a thing or two about it. Stay tuned for more. #JiyoBefikar #InsuranceAwarenessDay

Bajaj Allianz Life Insuranceさんの投稿 2017年4月18日(火)

The campaign highlighted the importance of Life Insurance as a financial protection tool, besides as an investment or a tax saving tool. The objective of the campaign was to spread awareness about Life Insurance in the simplest way possible.

After creating insurance awareness, we tested the knowledge of our viewers on social media based on quizzes revolving around basics of Life Insurance.


While regularly getting featured in the family finance section of ET Wealth every Monday since the last 2 years, Appu and Pappu have also gained substantial fan following by getting popularized on our digital media platforms.

We are sanguine that a regular reader of this series would have the right runway to take off his/her financial planning efforts.

Appu-Pappu comic series reach (Mar’17 – 11 Sep’17):

Facebook Twitter
No. of Posts 53 No. of Posts 61
Total Reach 120,980 Total Impression 116,241
Total Impression 173,907 Engagement 3748
Engagement 5,405 Average Engagement Rate 0.036
Average Engagement/Post 101.98


While the intent is unimpugnable and the efforts indefatigable, we are conscious of the challenges that lie in using comic characters to express a concept as serious as Life Insurance. Technology hence, plays a major role in increasing the brand connect with our social media fans by the use of QR codes on the ET Wealth advertisements, or by the use of Appu and Pappu to flag off any insurance awareness contest on our digital media platforms.