Real Brands. Real Gains. Real Proof.

ICICI Prudential Life Insurance identified a clear opportunity: to deepen engagement with customers who have been inactive for more than 90 days.

The teams had built robust digital capabilities over the years, and a few areas of the existing platform offered room to unlock the next level of performance:

• Room for sharper segmentation – an opportunity to target more precisely by life stage, behaviour, or intent to re-engage millions more effectively.
• Unified analytics – a chance to bring campaign data together for faster, more proactive decisions.
• Streamlined operations – an opportunity to simplify multi-step journeys spanning multiple teams and tools and accelerate timelines.
• More connected customer experience – a chance to align every message more closely with each policyholder’s immediate needs and capture more moments for timely engagement.

To drive the next stage of growth, ICICI Prudential Life Insurance needed a platform with greater agility, richer personalisation, and seamless scale.

As ApnaKlub scaled across Tier 2 and Tier 3 markets, the platform had solved the supply problem. What it hadn’t solved was communication.

The kirana buyer in Lucknow or the wholesale retailer in Patna is not an impulse purchaser. They operate on tight margins, deliberate buying cycles, and deep price awareness. They don’t browse for fun – they buy when the timing, the margin, and the inventory align. And they decide fast: in their vernacular language, on WhatsApp, on a budget Android phone.

Generic catalogue blasts and English push notifications were landing with a thud – not because the offers weren’t good, but because the communication didn’t speak the language of the person receiving it. Three fault lines emerged:

1. Catching the Buyer at the Right Moment

Intent was never the problem. The challenge was showing up at the exact moment they were ready to act – not blasting them at random and hoping the timing worked out.

2. Staying Relevant Across 30,000 Different Buying Patterns

No two wholesalers restock the same way. Sending everyone the same message wasn’t just ineffective, it was invisible.

3. Breaking the English-Centric SaaS Barrier

A wholesaler in Bihar doesn’t think in English. A Hindi notification showing a live margin figure and a product image lands in a completely different universe from a plain-text English push.

For a brand built on personal connection, growth brings a trade-off. More members, clubs, and programmes mean more communication – but a one-size-fits-all message loses the personal feel that members value.
Planet Fitness had two clear goals:

• Drive registrations for challenge programmes like DadBod and HYROX through timely, personalised email that matched how members actually train over several weeks.
• Reach the full member base for launches and seasonal moments, without losing deliverability or engagement quality.

One system of record, but no engagement layer.
Planet Fitness managed its membership on Itensity, its internal gym management platform and the main record of all member data.

Itensity handled membership, billing, and access well. But as a core management system, it wasn’t designed to serve as a dynamic marketing engagement layer.
To unlock advanced communication, Planet Fitness needed a dedicated engagement layer on top – one that could support multi-step automated journeys, deeper segmentation, high-volume sends with reliable inbox placement, and clear campaign tracking. It also needed to do all this without a large internal technical team.