MoEngage Named MarTech Solution Provider of the Year Again at the ET Martech+ Awards 2026

The Economic Times, through ET BrandEquity, hosted the fourth edition of the ET Martech+ Awards on September 24, 2026. The awards recognize brands and technology providers for their effective use of marketing technology. At this edition, ET named MoEngage MarTech Solution Provider of the Year for the second year in a row and recognized seven of our customers. MoEngage received more awards than any other brand.

These wins show what we stand for: first-party data, personalization for each person, and AI agents that take over the repetitive decisions. That is agentic marketing. A system watches what each customer does, decides what should happen next, acts, and learns. Marketers set the goals and guardrails.

Our seven winning customers and their categories:

• Havells: Consumer Durables & Electronics
• Tata Capital: BFSI
• Honasa: FMCG – Personal Care and Cosmetics
• HT Digital: Media & Entertainment (OTT streaming apps)
• EaseMyTrip: Travel & Tourism
• Traya: Use of Marketing Automation
• Thomas Cook: Use of Generative AI in Martech

Havells: Finding Buyers Before They Raise a Hand

Winner, Consumer Durables & Electronics

Summer is the most crowded season for air conditioners, and premium purchases take a long time to decide. Havells used an AI propensity model on its first-party data to find the customers most likely to buy, excluded recent buyers, and held back a control group to measure true lift. Customers who engaged on WhatsApp or email moved into a deeper nurture journey, and the most interested received an exclusive offer.

• 20% rise in app installs
• 35% growth in daily active users
• Well over 100x return on spend

Tata Capital: One Engine Making Every Decision

Winner, BFSI

Tata Capital now decides, for each customer, what to send next. AI picks time, channel, journey path, next best action, and creative.

• 144% lift in SMS click rates from better channel selection
• 169% growth in conversions from omnichannel data-enrichment journeys
• 235% lift in clicks from rerouting SMS non-responders
• 9.3x click gain when those capabilities worked together, with no added campaign volume

Honasa: Retention That Runs on its Own

Winner, FMCG – Personal Care and Cosmetics

Honasa’s five consumer brands were tiring audiences with generic broadcasts while acquisition costs climbed. The team built a lifecycle marketing engine for abandoned carts, replenishment timed to product usage, generative AI creative, regional-language messaging, and gamified win-backs.

• 15% of cart abandoners converted by the ingredient education flow
• 6x revenue from replenishment
• 35% conversion uplift from new launch retargeting
• 30% click-through rate on Spin the Wheel
• Campaign prep cut from days to minutes with Merlin AI

HT Digital: 9 Million Readers, Three Audiences

Winner, Media & Entertainment (OTT streaming apps)

A single paywall had stalled subscription conversion, and blanket messaging pushed up opt-outs. HT Digital unified content, app, and billing data into one profile per reader, scored users daily on subscription likelihood, and flagged at-risk subscribers about 10 days before a typical lapse. Paywall rules and journeys followed those scores, and the team built it all in-house in roughly 10 weeks.

• 19% rise in conversion
• 13% fall in 90-day churn
• 24% drop in push opt-outs
• 14% lower blended acquisition cost

EaseMyTrip: Right Email at the Moment of Doubt

Winner, Travel & Tourism

More than 70% of travelers drop off while booking. EaseMyTrip kept bulk email for routine updates and used MoEngage Flows to send need-based messages at the stages where people left, choosing channels by reachability.

• 5x email-driven business within a quarter
• 131% rise in unique click rate
• 81% fewer bounces

Thomas Cook: The Design Queue Disappears

Winner, Use of Generative AI in Martech

Each daily holiday package push notification needed a custom visual, and simple campaigns sat with the design team for hours. With Merlin AI Designer, a three-person marketing team now writes a short prompt and gets a finished, on-brand visual.

• 90% faster go-live times
• Visuals that took hours now take minutes

Traya: Turning a Daily Dose Into a Habit Loop

Winner, Use of Marketing Automation

Traya’s treatments only work when customers take them consistently, yet many never touched an adherence feature, so the CRM team couldn’t tell who was drifting until the reorder window.

Build a Habit lets customers log daily doses and earn coins through streaks, redeemable for up to 25% off the next kit. That single logging event feeds dozens of MoEngage Flows split by gender, time since delivery, logging frequency, and order count, across push, SMS, and in-app, with no paid media.

• 1.8-2.4x higher reorder rate for customers who logged than for those who didn’t
• 38% growth in daily logging over 90 days

What the winners share

• Data made the small decisions. Send time, channel, next step, and creative were chosen per customer.
• Customer behavior set the next message in motion.
• Control groups and parallel tests kept the results credible.
• Frameworks built once now extend across products, languages, and channels.

Where Agentic Engagement Goes Next

The seven wins above share one move: each team handed the system to decide that a person used to make by hand. Custom agents and decisioning take that to the individual customer, and it’s where MoEngage is putting its focus.

At MoEngage NEXT Autumn 2026, we’re launching three things:

• Your agents, working as a team. Brief a group of agents once, and they work toward the same goal to build a campaign from start to finish, so you launch in a fraction of the time.
• One agent per customer. A dedicated agent decides what each person sees and when, and adapts as their needs change.
• An open, connected ecosystem. Agents inside and outside MoEngage read across your tech stack, pull context, and coordinate decisions together.

Agents run the routine, and marketers lead the strategy.

Experience the Next Frontier of Agentic Engagement. Join us at MoEngage NEXT on October 28, 2026, at 2 PM IST.