Case Study: TATA Play Mobile App achieves 2X MAUs and 2X upselling revenue with MoEngage personalization and contextual engagement

MoEngage Enhances Tata Play Mobile App’s Campaign Efficiency with Personalization and Contextual Engagement

TATA Play Mobile App sought to lift customer engagement by delivering more personalized, contextually relevant experiences—matching OTT and linear content and product offers to individual viewer preferences. To do this the brand selected MoEngage, using Customer Journey Orchestration and Customer Insights & Analytics to enable agile, data-driven personalization and scale campaigns.

MoEngage integrated with TATA Play Mobile App’s in‑house CMS and applied segmentation, personalization and contextual push campaigns (timely recharge alerts, tailored content recommendations) to boost retention and campaign efficiency. As a result MoEngage helped drive a 2X uplift in monthly active users, a 2X increase in upselling revenue for focus products, a 1.4X rise in campaign impressions, and a 3X increase in campaigns executed while improving CTRs.

TATA Play Mobile App