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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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