New Delhi — Meta’s Vice President for India, Sandhya Devanathan, has highlighted India’s pivotal role in the company’s global strategy, citing the country as a major driver of growth for both Instagram Reels and Meta’s business messaging solutions. According to Devanathan, India stands out as the leading market for short-form video content, with Reels capturing significant watch-time on Instagram.
In a recent interview with PTI, Devanathan emphasized how the surge in Reels’ popularity is reshaping how brands strategize their campaigns. “Reels is not just a significant global phenomenon for Meta, but its impact in India is particularly noteworthy,” Devanathan stated. She noted that brands are increasingly incorporating Reels into their campaign strategies early in the planning process due to its effectiveness in influencing consumer behavior.
Devanathan also pointed out India’s enthusiastic adoption of Meta’s AI technologies, which have seen substantial engagement from users seeking diverse information, from parenting tips to cultural insights. This growing interaction with AI tools is a testament to India’s integral role in Meta’s broader vision.
The company remains bullish on India’s potential, citing the country’s economic growth prospects and expanding advertising market as key factors. Meta sees considerable room for growth in ad penetration, which is currently lower than in more mature markets like the US. Devanathan highlighted that India’s ad market has significant upside potential, with current penetration at just 0.5%.
Meta’s commitment to India is further demonstrated by its recent initiatives, including new features for WhatsApp Business and enhancements to AI-driven customer engagement. The company’s recent WhatsApp Business Summit in Mumbai showcased new tools aimed at improving business communication and customer interactions on the platform.
Reels continues to be a cornerstone of Meta’s strategy in India, with the ‘MadeonReels’ initiative helping brands harness the power of short-form video content. Devanathan observed that Reels are increasingly becoming a key element in campaign planning, reflecting a shift from traditional approaches.
Overall, Meta’s strong performance in India is aligned with its global growth strategy, which saw a 22% revenue increase to USD 39.1 billion for the second quarter. Devanathan reiterated Meta’s commitment to maintaining its momentum in India, aiming to provide exceptional value for advertisers and businesses using its platforms.
