MAM
Canifa achieves 54 per cent higher app conversion rate with CleverTap
Mumbai: CleverTap, the all-in-one engagement platform has announced that leading Vietnamese fashion brand Canifa, has achieved 54 per cent higher app conversion rate after deploying CleverTap.
Canifa has more than 100 physical outlets across Vietnam and a strong online presence. Canifa strives to create smooth and differentiated customer journeys and the same principle is extended to the shopping experience built on the mobile application. The tools previously used by Canifa had several limitations, leading to data silos, negatively impacting real-time personalization. This posed a significant challenge as they sought to win tech-savvy consumers within the Vietnamese fashion market, a fiercely competitive sector.
CleverTap’s integrated approach to customer engagement made them the perfect fit for Canifa. By unifying data from disparate sources, CleverTap helped Canifa build a detailed customer profile with granular insights on preferences etc. Owing to the competitive nature of the fashion sector, it was essential to establish top-of-mind recall. For this, CleverTap leveraged various engagement channels – SMS, push, In-App messages, email, etc. to ensure consistent mindshare amongst users. Of these channels, Push Notifications and App channels played a pivotal role, ensuring timely and personalized interactions.
Benefits following CleverTap’s implementation:
● 7 per cent boost in revenue per user (60-day period)
● 7 per cent boost in retention (60-day period)
● 50 per cent increase in conversion rate (MoM)
● 4 per cent increase in stickiness (60-day period)
● 20 per cent increase in retention rate
● 54 per cent boost in app conversion rate
Canifa martech expert Hoang Quoc Khanh said, “CleverTap is a single, powerful tool that enables our marketers to independently design and deliver individualized experiences at speed and scale. We have seen our conversion rates increase by 54 per cent, and our revenue per user by 7 per cent. This level of unprecedented growth helped ensure we retain our position as leaders in the Vietnamese fashion market. We look forward to deploying CleverTap’s platform for the upcoming brands within our diverse portfolio, anticipating similarly stellar outcomes.”
CleverTap chief revenue officer Sidharth Pisharoti said, “Partnering with a market leader such as Canifa within a hyper-competitive market was both a challenge and an opportunity for us. Because in today’s fast-paced fashion landscape, trends shift rapidly, and adaptability is key. Canifa’s impressive 7 per cent increase in revenue per user demonstrates CleverTap’s ability to positively impact customer business. And we look forward to playing a pivotal role in Canifa’s future successes.”
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
