Tata AIA – Take Charge
This influencer marketing case study explores how Tata AIA Life Insurance partnered with digital creators to spark conversations around money and build financial awareness for women. The campaign aimed to shift the narrative, encouraging women to take charge of their finances and see life insurance not just as protection, but as a smart investment for their future.
The Challenge
Women are achieving great things in their careers, but when it comes to money, they often take a backseat. A 2022 survey showed that many women shy away from financial decisions for themselves. Even as they work hard to build successful careers, financial brands rarely engage them with the right products. Even in life insurance, women are seen as beneficiaries, not policyholders. Tata AIA Life Insurance wanted to change this and encourage women to take charge of their financial future.
The Approach
Instead of telling women what they should do with their money, we chose a more powerful route, letting women talk to women. We collaborated with 30+ influential female voices across different fields, including celebrities, financial coaches, mompreneurs, chartered accountants, and digital creators.
Under the campaign “Take Charge,” we created engaging content that encouraged women to think about life insurance differently, not just as protection but as an investment, a second income, and a legacy.
Under the campaign “Take Charge,” we created engaging content that encouraged women to think about life insurance differently, not just as protection but as an investment, a second income, and a legacy.
The Results
(In 3 months)
49% boost
boost in Instagram reach
Increase in women’s engagement from 13% to 15%
52% rise
in searches for women-focused financial products
4X jump
in impressions on key financial keywords
Sparked conversations on women’s financial independence
