Hey {{user["system"]["first_name"] | default ("there",true)}}, Ease of online shopping combined with the week leading up to February 14th has made love a costly affair! With most E-Commerce businesses clocking in up to 20 Cr in sales during the week, love it or love to hate it - you can’t escape it. But before you say, “Well, I’m not in the business of selling flowers, cakes, or gifts,” I have an interesting story about fintech and the festival of love. 
Ditching the rose-colored glasses ✋🛑
While most brand campaigns promote a broad idea of #SelfLove (we all want to be relatable, duh!), here’s how Bank Bazaar put a spin on Valentine’s Day. The premise
Valentine’s Day celebration can be costly The approach
The brand incorporated a message strategy that acknowledges the cost aspect and used it in its messaging strategy to educate users on managing their finances. While you can’t put a price tag on love, you sure can be smart about your finances. But they did not stop there; capitalizing on ‘smart spending’, the brand further used it to promote their credit card offering. Here’s a glance at their message strategy: 
What worked in this approach
👉 Not so conventional messaging approach
👉 Building a variety of content around the core messaging strategy
👉 Subtle plug-ins of credit card services
Okay, so are there any takeaways? 🎯
If this inspired you, here are three key takeaways you can incorporate into your strategy:
#1 - Experiment with your messaging
Often marketers fall into the trap of aligning their message to appeal to the masses. Try to look at your message strategy differently while keeping your core product/service at the centre of your strategy.
#2 - Use the beauty of analytics
User actions say more than you think. Leverage our analytics to understand the top 3 user actions, segment users, or use cohorts to understand repeat trends and chalk up your marketing plan.
#3 - The sweetest campaigns are those with a personal touch
Finally, don’t forget to add the cherry on top - personalization! While setting up campaigns, don’t forget to complete the loop and leverage website personalization to serve a seamless user experience. • • • Happy Engaging!  Tanya Chhateja
Product Marketing Manager | 
