Categories Name : SPECIAL AWARDS
Sub-Category : Best Data-Driven Marketing Strategy
Campaign Name : Meta AI: AI Sticks When It Fits
This work redefined how data can power marketing, moving beyond probabilistic targeting to real, moment-based intelligence.
In India, quick commerce is a daily mobile behaviour. Within that ecosystem, we identified a high-intent data moment: the post-checkout pause on Blinkit. Rather than relying on historical cohorts or inferred interests, we used live, basket-level commerce signals to understand what a user had just purchased and therefore what they were likely thinking about next.
This transformed customer data from static profiles into dynamic intent signals. Each prompt was personalised in real time, based on actual transaction data, not assumptions. By embedding Meta AI natively within the Blinkit app, we converted first-party retailer intelligence into contextual utility, replacing generic targeting with predictive, behaviour-led engagement.
The strategy was simple but powerful:
When intent is fulfilled, curiosity begins.
Instead of persuasion-led advertising, we delivered service-led interactions in the “what next?” moment, increasing relevance while respecting the platform’s UX. This demonstrated how live commerce data can predict immediate needs more accurately than traditional audience segments.
Impact
• 16.6 Mn orders during the campaign window
• 3.93 Mn new-age shoppers reached through high-intent data signals
• 46.6 Mn impressions delivered at 4.5 average frequency
• 1% CTR vs 0.5% benchmark — 2x higher engagement through real-time personalisation
• 0.8% lift in perception of Meta AI as a leading AI brand vs 0.5% benchmark
But beyond the numbers, this campaign proved something bigger.
It showed that the most powerful data isn’t historical - it’s live.
That prediction is strongest at the point of action.
By turning commerce signals into predictive marketing intelligence, we delivered higher engagement, stronger brand lift, and a scalable model for future retail partnerships. This wasn’t just a smart use of data, it was a demonstrably superior strategy.