Case study

How Bajaj Finserv reached more customers for their Insta EMI card with Amazon DSP

Bajaj Finserv card and mobile phhone

Bajaj Finance Limited, the leading arm of Bajaj Finserv, caters to more than 50 million customers across India, operating in multiple categories, ranging from consumer and small and midsize enterprises (SME), finance and home loans to commercial lending, vendor financing, and rural lending. From their consumer finance division of the business, the company offers an “Insta EMI” card, which allows card users to shop, purchase, and transact with 130,000 online and offline merchants that have partnered with Bajaj Finserv. Bajaj Finserv wanted to reach new customers for this financial product at an optimal cost, so they worked with the Amazon Ads team to help them connect with relevant audiences who may be interested in the Insta EMI card.

Optimizing for cost while reaching relevant audiences

In March 2022, the Amazon Ads team worked with Bajaj Finserv and their media agency, Arm Worldwide, to identify relevant audiences most likely to use the Insta EMI card. The team mapped these relevant cohorts on Amazon and consumers who were existing credit-card users on Amazon. The Amazon Ads team defined an optimal media strategy with a media mix of campaigns that had two goals: 1. reach the aforementioned audience cohorts at optimal cost, and 2. maximize reach with takeovers of the ad placements on the homepage of Amazon app and website.

During the campaign flight, audiences engaged with display ads from Amazon DSP on the advertising slots on Amazon homepage and Amazon Pay pages. The creative communications in these ads featured membership benefits that consumers could experience while using the card. Consumers who clicked on the ads were directed to an Insta EMI application webpage that opened within the Amazon app, where they could learn more about and also apply for the card.

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Amazon Ads enabled us to achieve scale and efficiency in our campaigns by offering sharp audience signals, a good mix of inventory followed up with real-time optimizations. Effective ad placement across homepage and Amazon Pay slots along with regular creative feedback helped us drive efficiencies while reaching out to the relevant audiences.

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— Manas Gulati, co-founder and CEO, Arm Worldwide

Delivering results across the objectives

Across two quarters starting in April 2022, the brand was able to deliver about 262 million impressions, leading to more than 28,000 new users for their Insta EMI card.1 Through campaign optimizations and creative improvements, the cost per card sold by Bajaj Finserv came down by 50% while the click-to-card-sold ratio increased by 27%.2

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We were able to reach relevant audiences through various shopping signals, which drove efficiencies in our campaign and enabled us to achieve significant scale for the Insta EMI card, thanks to the collaborative efforts with the Amazon Ads team in continuously optimizing campaigns to help us achieve defined success metrics.

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— Himanshu Sangatwani, senior business head of consumer EMI cards, Bajaj Finserv

1-2 Advertiser-provided data, IN, 2022