- 50-100 campaigns executed weekly across niche MSME cohorts without increasing team size
- Offer Decisioning used to match customers with relevant cross-sell and upsell products
- Merlin AI enabled weekend campaign execution without marketing team involvement
- IPL leaderboard campaign drove daily app engagement through in-app personalization
BANKING & FINANCE | AI
How BharatNXT Uses MoEngage to Run 50-100 Campaigns a Week With a Lean Team
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About BharatNXT
BharatNXT is a Mumbai-based fintech company serving MSMEs and SMEs across India with short-term working capital solutions. Their customers are primarily businesses in Tier 2 and Tier 3 cities with turnovers under 2 crores, dealing with day-to-day cash flow needs.
We have to segment the data into very small cohorts and run more than 50 to 100 different campaigns every week. Merlin AI helps us do that quickly, especially on weekends when it's not possible to reach out to the marketing team. We've already implemented a voice agent and are now exploring custom agents in our marketing workflows. As our flows get more complex, we want agents to help us design them more precisely.
Shubham Shah
Strategy and Ops
The Challenge
As BharatNXT scaled its MSME base, three operational gaps slowed its marketing execution:
High Campaign Volume, Lean Team: Serving niche cohorts across geographies meant running 50-100 campaigns every week. A small team couldn't manage that manually, especially over weekends.
Generic Targeting: Cross-sell and upsell campaigns were triggered to broad segments rather than customers with a specific, verified need for each product.
No Engagement Hook: Beyond transactional communication, the team had no way to drive consistent app activity or give customers a reason to return daily.
High Campaign Volume, Lean Team: Serving niche cohorts across geographies meant running 50-100 campaigns every week. A small team couldn't manage that manually, especially over weekends.
Generic Targeting: Cross-sell and upsell campaigns were triggered to broad segments rather than customers with a specific, verified need for each product.
No Engagement Hook: Beyond transactional communication, the team had no way to drive consistent app activity or give customers a reason to return daily.
The Solution
BharatNXT brought their segmentation, personalization, and campaign execution onto MoEngage.
1. Precise Cross-Sell Targeting with Offer Decisioning
The team used MoEngage's Offer Decisioning module to match each customer with the right working capital product based on their transaction behavior and eligibility. Campaigns went from broad outreach to targeted offers, with each customer receiving communication relevant to their specific financial need.
2. Merlin AI as the Weekend Marketing Team
With 50-100 campaigns needed every week, manual content creation wasn't sustainable. Merlin AI handled campaign drafting and content generation across all cohorts, including on weekends when the marketing team wasn't available, keeping execution moving without after-hours involvement.
3. In-App Gamification to Drive Daily Transactions
During IPL season, BharatNXT ran a leaderboard campaign tied to transaction volume. MoEngage's in-app personalization displayed live daily scores and personalized banners, rewarding the highest-transacting users and giving customers a reason to open the app every day.
1. Precise Cross-Sell Targeting with Offer Decisioning
The team used MoEngage's Offer Decisioning module to match each customer with the right working capital product based on their transaction behavior and eligibility. Campaigns went from broad outreach to targeted offers, with each customer receiving communication relevant to their specific financial need.
2. Merlin AI as the Weekend Marketing Team
With 50-100 campaigns needed every week, manual content creation wasn't sustainable. Merlin AI handled campaign drafting and content generation across all cohorts, including on weekends when the marketing team wasn't available, keeping execution moving without after-hours involvement.
3. In-App Gamification to Drive Daily Transactions
During IPL season, BharatNXT ran a leaderboard campaign tied to transaction volume. MoEngage's in-app personalization displayed live daily scores and personalized banners, rewarding the highest-transacting users and giving customers a reason to open the app every day.
Products Used
In-app Messaging
Accelerate engagement and motivate action on mobile, through contextually personalized, in-app messages.
Merlin AI
Merlin AI combines the creative genius of LLM with campaign performance to create data-driven copy and compelling visuals, enabling marketers to to maximize engagement and deliver more impactful campaigns independently while overcoming creative blocks.
Merlin AI Campaign Decisioning Agent
Use goal-based decisioning agents to deliver the relevant campaign, with the right value proposition, creative, channel, frequency and timing for every customer.
Impact
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