Beyond Installs: Driving Real Engagement for the Bajaj Finserv App

Introduction

In today’s digitally driven world, mobile apps have become indispensable companions that simplify and enhance daily routines. From ordering groceries to managing investments, apps streamline complex tasks and put control directly in the hands of users. This evolution is particularly evident in the financial services sector, where apps have redefined how people interact with money, credit, and convenience. That’s where the Bajaj Finserv app steps in— acting as a powerhouse of financial functionality wrapped into one seamless interface. Whether it is tracking EMIs, getting a loan, shopping, or recharging, it brings everything together in a few effortless clicks. But even the smartest apps need the right spotlight. So, Bajaj Finserv teamed up with ARM Worldwide to spark discovery, drive downloads, and build long-term app engagement.

Challenges

The real challenge extended beyond driving installs—ensuring long-term user adoption, encouraging feature exploration, and building consistent in-app engagement were key to transforming one-time users into loyal customers. The focus was on ensuring long-term user adoption, deeper feature discovery, and consistent engagement—turning new users into regular ones.

Encouraging users to explore and utilise the complete range of app features post-installation remained a significant challenge.
Ensuring consistent user engagement and repeat visits to the app was critical to strengthening overall app utility and retention rates.
Effectively communicating the app’s full capabilities and benefits amidst a highly competitive and cluttered digital environment posed a major hurdle.

Objectives

To achieve sustainable growth and meaningful user engagement, the campaign focused on three core objectives that aligned with Bajaj Finserv's digital vision—expanding reach, deepening interaction, and simplifying the user journey.

Drive App Installs: Build visibility and acquisition in a highly competitive FinTech space.
Boost In-App Engagement: Encourage users to explore and interact with key features regularly.
Enable End-to-End Digital Journeys: Minimise the need for offline interventions by promoting a complete, app-led experience.

Strategy

To maximise the impact of the Bajaj Finserv App, we crafted a three-pronged strategy tailored to two core audience segments—existing Bajaj customers already familiar with the brand’s offerings, and new prospects who are actively searching for financial solutions. Our approach combined deep audience insights, precise data-driven targeting, and agile creative execution to drive meaningful outcomes.

Key Strategic Pillars:

App Install Optimisation
Signup Conversion
In-App Usage Acceleration

Implementation

The campaign's execution was built around three key strategic pillars, each designed to drive user acquisition, engagement, and retention.

App Install Optimisation

Refined Targeting: We focused on attracting genuine users by filtering out irrelevant traffic. This involved excluding brand keywords, irrelevant affinity categories, in-market segments, and bot users. By ensuring that only high-quality prospects were targeted, we optimised our chances of reaching users who were genuinely interested in our app.
Interest-Based Targeting: To further refine our audience, we used interest-based targeting, reaching individuals who were actively searching for financial solutions similar to what our app offers. This approach ensured that our ads were served to a highly relevant and engaged audience, increasing the likelihood of app installs.
Diverse Creative Formats: We used a range of creative formats, including carousel sets, static images, videos, GIFs, dynamic ads, and data feeds. Each ad format was designed to highlight the app's unique value proposition, ensuring that the messaging resonated with users’ interests and needs. By employing diverse formats, we maximised user engagement, ultimately driving more app installs.

Signup Conversion

Optimised Signup Process: Once users installed the app, we optimised the signup process to ensure a smooth transition from installation to active participation. We focused on creating compelling calls to action, ensuring users were guided through an easy and attractive signup process.
Segmented Audience Cohorts: We developed multiple audience segments based on interests, competitor app usage, and specific app features. This segmentation allowed us to tailor our messaging to the right people, increasing the likelihood of conversion. For example, users interested in specific finance-related features received targeted messaging, while those who had interacted with similar apps were presented with offers aligned to their interests.
Tailored Creative Offers: To enhance signup conversions, we presented customised offers and incentives based on the targeted audience cohorts. These tailored offers were designed to resonate with users’ needs and interests, making them more likely to complete the signup process and engage with the app.

In-App Usage Acceleration

Incentivised Engagement: To boost repeat usage and keep users engaged, we implemented offer-based campaigns that incentivised users to interact with different app features. For example, we encouraged users to explore UPI payments and bill payments by offering rewards for each transaction made.
Bajaj Coins Rewards: Users were incentivised with Bajaj Coins for completing key actions within the app. These coins served as a valuable reward, encouraging users to engage more frequently with the app. The rewards helped establish a deeper connection with the app’s ecosystem, driving increased user interaction.
Long-Term Engagement Strategy: The offer-based and reward-driven approach ensured that users did not just install the app but continued using it regularly. By keeping users engaged through incentives, we were able to accelerate feature adoption and deepen user involvement, fostering long-term app loyalty and consistent usage.

These three pillars worked cohesively to drive impactful results, from attracting the right users to ensuring they remained engaged with the app over time.

Results

The campaign delivered powerful outcomes that positioned the Bajaj Finserv App among the top 10 finance apps in India on the Google Play Store—an achievement that reflects the success of a strategy rooted in precision, creativity, and user-centricity. Key Milestones Achieved:

52.4 Million Active Users
5.253 Million Monthly App Installs
88% Signup Rate Post-App Install

These results not only demonstrate the effectiveness of the targeted strategies but also highlight the app’s growing popularity and strong user engagement in the competitive finance app market.