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rakesh bollampally June 11, 2020

SITUATION
ITC Mangaldeep is the No. 2 Agarbatti and No.1 Dhoop player in India. With its mission of
being an enabler of devotion for individuals and families in their pursuit of connection with
God, Mangaldeep has always been part of their devotional journey through its products over
the years. In 2016 it entered services by launching the Mangaldeep devotional app on iOS and
Android platforms, serving devotional content such as puja vidhi, bhajans, mantras, chants,
and more, in English and seven other Indian languages and Nepali.
With an abundance of content on the app, it became important to guide the users to
appropriate sections of the app for daily and festival related pujas, mantras, mythological
stories etc.

BUSINESS GOALS
• Drive brand imagery for Mangaldeep by integrating
with devotees across their devotional ecosystem
CHALLENGE
• User activity as measured by Session Count had stagnated.
• With a festive season upcoming, this would impact in-app content
consumption negatively
Observation:
Consequence:
PRODUCT GOALS
• Enable Mangaldeep App users to practice devotion by
providing devotional content for daily puja and festive
needs
SOLUTION
• Promote content from the app repository that is relevant
to the festival
• Identify preferred content in order to make the best
possible use of the same
• Consider user preferences, such as app language and
popular content
For effective engagement, the contest was personalized in these
following ways:
The Navratri Festival is considered as a devotional highpoint for
Durga Puja, and it also comes with an opportunity for the brand
to connect with its App users to lift the engagement.
For the 2019 Navratri Festival lasting from 29-Sep-2019 to 08-
Oct-2019, the ITC Mangaldeep and Upshot.ai teams decided to
provide a deeply personalized experience to its app users. A
contest was planned wherein users were asked to perform daily
rituals as per the day’s significance. The contest was localized in
English and Bengali language.
Each personalized engagement was deep-linked to content that the user could consume.
These messages were scheduled at the right time, as several devotional rituals are bound
to a particular time of day.
The contest was successful and 68 users were identified as winners. Also, content
consumption in the app grew as a result of the campaign.
UPSHOT.AI FEATURES LEVERAGED

  1. User behavior analytics
  2. User segmentation
  3. Deep-linked, time-sensitive Push Notifications
  4. In-App Messages
    Higher
    content consumption
    In Period: 29-Sep-2019 – 08-Oct-2019 [ [
    Increase in
    unique app users.
    RESULTS
    ITC Mangaldeep achieved
    22% 75% [ [ [ [
    “Upshot.ai has allowed us to manage both user engagement
    and analytics from a single tool. At ITC Mangaldeep, we used it
    to increase stickiness among our mobile app users using a mix
    of capabilities – custom analytics, in-app tutorials, multilingual
    surveys & personalized messaging. We’re also quite happy with
    their customer success team – they are active in sending their
    strategic inputs for us to consider and approve”
    Atul Pujar
    Head of Marketing
    IT

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