BookMyShow Turns Every Slack Message into Structured Action

India’s largest entertainment ticketing platform deploys Enjo to automate internal support across Slack and Jira-achieving 100% request capture and zero manual ticket creation for 1,000+ employees.

About

India’s leading online entertainment platform. Founded in 1999, BookMyShow serves millions of users across 650+ cities, powering ticketing for 6,000+ cinema screens and thousands of live events annually.

1,000+ employees | ₹1,400 Cr+ revenue (FY24) | $225M+ funded

HQ: Mumbai  • Operations: India, Singapore, Indonesia, Sri Lanka, Malaysia

Backed by TPG Growth, Accel, Elevation Capital, Network18

Objective

• Automate internal employee support requests end-to-end
• Ensure 100% request capture across all Slack channels
• Eliminate manual Jira ticket creation for operations teams
• Reduce resolution time with AI-powered knowledge search
• Enforce structured data capture before ticket escalation

Challenge

BookMyShow’s rapid growth-from a movie ticketing startup to a full-scale entertainment platform operating across five countries-created significant pressure on internal operations. With over a thousand employees spread across functions, the volume of internal support requests surged: IT access approvals, HR queries, tool provisioning, and operational issues all flowed through Slack channels with no structured capture mechanism.

Requests were easily buried in channel noise. Support teams manually created Jira tickets from Slack messages, duplicating effort and introducing delays. There was no consistent process for collecting critical information-employee location, department, or manager approval—before routing a request. The result: slow resolution, incomplete tickets, and operational bottlenecks that pulled teams away from higher-value work.

Approach

BookMyShow deployed Enjo as the AI-powered first point of interaction for all internal support workflows. The implementation centered on three tightly integrated capabilities:

Automatic Slack-to-Jira Capture.  Every message posted in designated Slack support channels is automatically converted into a structured Jira ticket. Slack workflow outputs are also routed through Enjo, ensuring no request goes untracked regardless of entry point.

AI-Powered Knowledge Search + Smart Escalation.  When an employee asks a question, Enjo first searches the internal knowledge base. If a match is found, the answer is served instantly-no ticket needed. If no answer exists, Enjo collects structured details before creating a Jira ticket, ensuring support teams receive complete context from the first touch.

Approval-Gated Tool Access Flows.  For tool access requests, Enjo runs structured conversational flows capturing project, department, and manager approval status. Only approved requests generate tickets; unapproved ones are redirected, preventing incomplete requests from reaching support queues.

Additionally, Enjo is embedded as webchat on BookMyShow’s internal portals, giving employees an alternative channel for raising queries outside of Slack.