- 500+ live flows running on MoEngage across the organization
- 2,000 campaigns executed per month across all mobile channels
- CTR growth and revenue increase after deploying Merlin AI and Intelligent Path Optimizer
- Custom agent built at workshop generated product-level insights in hours vs. months manually
AI | BANKING & FINANCE
How Tata Capital Runs 500+ Live Flows and 2,000 Campaigns a Month Using MoEngage
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About Tata Capital
Tata Capital is one of India’s leading financial services companies, offering a wide range of lending, investment, and insurance products. The brand is focused on driving a long-term strategy for customer engagement, built on three main pillars: Automation, Personalization, and Insights Marketing. Their goal is to provide a seamless, contextual, relevant, and timely customer experience across all touchpoints.
We’ve implemented every AI capability across all our channels, and Merlin AI has delivered noticeable growth in CTR and overall revenue. Beyond campaign performance, we built an agent that generates product-level insights in minutes, something that previously took us months of work.
Muskan Bang
Marketing Manager
The Challenge
Tata Capital's central marketing team manages communication across the entire organization, not just one product or vertical. As the volume grew, so did the complexity. Tracking CTR and campaign performance across hundreds of campaigns became time-consuming without a consolidated view. And as the team started exploring AI, they needed capabilities that worked across every channel, not just one or two.
The Solution
1. A central platform for all engagement journeys: Tata Capital started with the basics and built from there. Over time, they grew from a nascent stage to 500+ live flows and 2,000 campaigns a month, all running on MoEngage. Every channel, mobile device, every customer communication is managed in one place.
2. AI across every channel: The team deployed Merlin AI and Intelligent Path Optimizer across all campaigns. For push and email, Merlin AI handles content generation. For WhatsApp and SMS, best time to send ensures messages go out when customers are most likely to engage. A/B testing with Merlin AI optimization identifies which content performs better, resulting in CTR growth and revenue improvement across the board.
Products Used
Custom Segments
Customer Insights & Analytics
Customer Journey Orchestration
Merlin AI
Merlin AI Flow Assist
The Results
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About MoEngage
MoEngage is the agentic customer engagement platform trusted by 1,350+ global brands like McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, and more. MoEngage’s powerful analytics, personalization, and AI capabilities give a 360-degree view of your customers and help you create journeys across digital channels.
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