r Chintamani stands for all those who go through an anxiety attack when it is taxation time. A Claymation character, Chintamani was created in 2003, and is the protagonist in the ICICI Prudential tax planning ads, helping hapless customers plan their taxes towards the end of the financial year.

Chintamani is a clever reference to 'anxious about money' since 'chinta' in Hindi means 'anxious' and 'mani' sounds like money. Sujit Ganguli, vice president, marketing, ICICI Prudential Life Insurance, says, "January to March is the most competitive time of the year when 16 insurance and hundreds of other financial companies vie for the consumer's tax wallet. Most of the propositions are clone-like, leaving the category - which is not only noisy but also undifferentiated - and the consumer, confused. Chintamani cuts through all this clutter."... more