- Migration completed in 30 days with no loss in campaign performance
- Service campaigns automated within 2-3 months, reducing manual errors and effort
- Real-time SFDC lead capture reduced lead sharing time and improved follow-up speed
- S3 integration enabled T-minus-one data transfer for better cohort and segment building
- Merlin AI reduced content creation time across promotional campaigns
- MoEngage analytics dashboards provided real-time visibility into campaign performance
MIGRATION | BANKING & FINANCE
How Aditya Birla Capital Migrated to MoEngage in 30 Days Without Missing a Single Campaign
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About Aditya Birla Capital
Aditya Birla Capital is one of India’s leading financial services companies, offering loans, insurance, and wealth management products. Their marketing team manages customer communication across the existing-to-bank (ETB) business, running promotional and service campaigns at scale.
The integration was very smooth. Within 30 days, we were at a comfortable place, and by January, we were operating at the same level we were with our earlier partners.
Anzar Dhattiwala
Sr. Product Marketing Manager
Service campaigns that used to require manual effort are now a single file upload job. That has reduced both manual errors and the time we spend on execution.
Abhishek Mahimkar
Sr. Digital Marketing Manager
The Challenge
As Aditya Birla Capital expanded its financial services, the team faced three operational bottlenecks:
Fragile Data Transfer: The analytics team had to wait days to build segments because campaign logs did not flow automatically into their central database.
Slow Lead Response: When a customer showed interest in an offer, manual data transfers delayed follow-up calls, allowing high-intent leads to cool off.
Manual Campaign Setup: Service notifications required constant manual coordination, increasing the risk of administrative errors.
Scaling Retention Through Intelligent Automation
Aditya Birla Capital moved its customer outreach and tracking onto MoEngage, completing the transition in just 30 days.
1. Rapid Migration with Zero Downtime: The team connected their databases directly to transition all active promotional campaigns by January 2026. This fast onboarding allowed them to maintain campaign performance during the switch without losing speed.
2. Automated Daily Logs and Real-Time Lead Capture: To build precise customer segments, the team set up automatic daily campaign logs to flow directly into their data warehouse every 24 hours. They also connected their lead capture systems to feed directly into Salesforce, allowing the team to trigger follow-up calls the moment a customer clicked an offer.
3. Moving Service Campaigns to File-Upload Automation: Within three months, service notifications went from manual coordination to automated, file-upload workflows. The team used Merlin AI to draft copy variations and increase speed, while analytics dashboards provided direct visibility into cross-channel performance.
Products Used
Customer Insights & Analytics
Create omnichannel, personalized experiences using AI-powered insights and analytics.
Customer Journey Orchestration
Create unique, seamless experiences at every stage of your customer’s journey.
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.
MoEngage Analytics
Create omnichannel, personalized experiences using AI-powered analytics.
Impact
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