The game industry in India is expanding quickly, and Mark Zuckerberg’s company Meta is interested in joining.
The multibillion-dollar software company, in collaboration with four top venture capital funds—Bitkraft Ventures, Kalaari Capital, Lumikai Fund, and Elevation Capital—launched Meta Gaming Accelerator earlier this week, an incubator designed to assist small and medium gaming companies.
The goal is to first assist 20 to 30 up-and-coming Indian creators and studios by providing them with strategic direction in the areas of AI-led game creation, cross-border scaling, user acquisition, and monetisation.
Arun Srinivas, Managing Director and Head, Meta (India), stated that although the Indian gaming community is a hive of creativity and invention, “we must close the gap between talent and opportunity in order to realise its full potential.”
Meta to Assist Creator in Infusing AI Tools
Additionally, Meta will prioritise assisting Indian creators in incorporating its AI tools—such as Llama—into their game development and optimisation procedures.
According to Anuj Tandon, Partner at BITKRAFT Ventures, there is a significant need for the ecosystem to unite and support small and medium-sized gaming businesses in developing gaming markets like India.
Given that gaming is a potent catalyst for both cultural expression and commercial opportunity, Meta claims that its Gaming Accelerator expands on the company’s ongoing investments in fostering and expanding India’s digital economy.
The goal of Meta’s Gaming Accelerator programme is to assist up-and-coming game studios and developers. It will give them the tools they need to expand internationally, improve their games, and build their businesses.
The programme includes a variety of features, including ad monetisation and platform integration (Meta Ads, Audience Network), player acquisition and campaign optimisation strategies, and Llama and AI seminars for game design, personalisation, and storytelling.
India Second Largest Market for Gaming
India has the largest mobile gaming market and the second-largest gaming market overall. With 520 million users—second only to China—and 1,888 gaming startups, the nation is home to more than 130,000 highly qualified gaming specialists.
It is responsible for 15.1% of gaming app downloads and 20% of all gaming users worldwide. But because of inexpensive internet, India has solidified its position as the world’s largest mobile game market, with 8.45 billion downloads in FY25, according to the most recent report from Sensor Tower.
India is one of the biggest gaming markets, but it has poor revenue due to a number of structural problems of its own. These include insufficient cultural validation, a fragmented consumer base, minimal monetisation per user, and a lack of deep capital for gaming intellectual property.
For instance, in-app purchase (IAP) revenue in India is only a little over $400 million, which is low when compared to more developed economies, even though downloads are still high there.
Sam Altman, the CEO of OpenAI, has publicly slammed Meta Platforms for its aggressive hiring practices, claiming that the business failed to attract top OpenAI developers despite offering signing incentives of up to $100 million.
Speaking on his brother’s podcast, Altman made the argument that such large salary packages don’t foster the “right work culture” and aren’t conducive to long-term success in the artificial intelligence industry.
Additionally, he concurred that Meta views OpenAI as a major rival in the AI competition.
Meta Trying to Poach OpenAI Talent but Failed: Altman
Sam Altman has stated that Meta made large offers, some of which were apparently as high as $100 million, in an effort to entice important personnel away from OpenAI.
Altman asserted that Meta mainly “tried and failed” to poach his employees in spite of these startling statistics. Altman allegedly said, “We offer a different package, but it’s about the mission and the ability to do important work,” drawing a comparison between Meta’s and OpenAI’s retention tactics.
Altman also contended that while these enormous compensation packages could draw attention, they don’t encourage the development of revolutionary AI. “I don’t think that’s going to set up a great culture,” he remarked, referring to the practice of offering a large amount of upfront guaranteed compensation as the basis for recruiting someone.
While acknowledging that Meta views OpenAI as a major rival in the fight to create cutting-edge AI systems, Altman underlined that elite personnel are motivated by innovation and purpose rather than money alone.
Altman went on to say that there are a lot of aspects of Meta that he admires. However, he does not believe that they are an innovative company.
Meta is Lagging Behind in AI Race
While OpenAI, Anthropic, and Google DeepMind are operating at full capacity, Meta will need to assemble its new AI team in the upcoming year. OpenAI is anticipated to deliver an open AI model in the upcoming months, which will probably further distance Meta from the competition in the AI race.
Sam Altman discussed a social media feed driven by AI later in the podcast, which appears to be threatening Meta’s apps.
In contrast to the default, algorithmic feed found in conventional social media apps, the CEO of OpenAI expressed interest in investigating a social media app that leverages AI to provide personalised feeds depending on user preferences.
According to reports, OpenAI is internally developing social networking software. In the meantime, Meta is testing a social network driven by AI with its Meta AI app.
Nevertheless, it appears that some users have shared some really sensitive conversations with the public because they are perplexed by the Meta AI program. It’s unclear if social networks driven by AI will succeed. Meanwhile, it appears that Zuckerberg and Sam Altman will compete in the AI talent hunt.
“Leadership is not about being in charge. It’s about taking care of those in your charge.” — Simon Sinek.
Arun Srinivas’s journey reflects this idea perfectly. From his early days working in sales roles at Reebok to becoming the face of Meta in India, he has built a career based on learning, leading, and adapting. He did not start in tech, but over nearly 30 years, he moved through FMCG giants, investment firms, and mobility platforms, always bringing a deep understanding of people, brands, and business.
Now, as he prepares to step into the role of Managing Director and Head of Meta India from 1 July 2025, Arun is ready to shape the future of one of the world’s biggest tech companies in one of its fastest-growing markets. This is the story of his path, from classrooms in Chennai to boardrooms at Meta.
Arun Srinivas – Biography
Name
Arun Srinivas
Nationality
Indian
Profession
Managing Director and Head of Meta India (1 July 2025)
Education
Bachelor of Science in Physics, University of Madras; Postgraduate Diploma in Marketing, IIM Calcutta; Strategic Customer Management, Northwestern University
Arun Srinivas completed his schooling at Bhavan’s Rajaji Vidyashram in Chennai. He pursued a Bachelor of Science in Physics from the University of Madras, graduating in 1993. His passion for marketing led him to the Indian Institute of Management (IIM) Calcutta, where he completed his Postgraduate Diploma in Marketing in 1996. Furthering his education, he attended the Kellogg School of Management at Northwestern University in 2007, undertaking an executive programme in Strategic Customer Management.
Arun Srinivas – Career
Arun Srinivas began his professional journey with Reebok in 1996, where he held multiple roles including Product Manager, Regional Sales Manager (South India), and Marketing Manager. This early experience helped him build a foundation in brand and market strategy.
In 2001, he joined Hindustan Unilever Limited (HUL), one of India’s most respected consumer goods companies. Over his 16-year tenure, he served in various leadership positions, ultimately becoming Category Vice President for Foods across South Asia. At HUL, he managed a broad portfolio including skin care, beverages, and food products, overseeing household brands like Fair & Lovely, Lakmé, Vaseline, and Knorr. His work spanned India, Sri Lanka, Pakistan, and Bangladesh, giving him exposure to diverse consumer markets.
In 2017, Srinivas moved to the investment sector, taking on the role of Operating Advisor at WestBridge Capital. There, he led the consumer vertical and supported investments in high-growth companies such as Vini Cosmetics and Enrich Salons.
In 2019, he joined mobility company Ola (ANI Technologies Pvt. Ltd.) as Chief Operating Officer and Global Chief Marketing Officer. He managed the India P&L and was responsible for revenue, marketing, user experience, and category development. Notably, he spearheaded Ola’s international expansion into the UK, where the platform quickly became the second-largest ride-hailing service in London within weeks of its launch.
Srinivas entered the tech sector in 2020, joining Meta (formerly Facebook) as Director and Head of the Global Business Group in India. In this role, he worked closely with large advertisers and agencies, helping scale Meta’s platforms, Facebook, Instagram, and WhatsApp, across India. In 2022, he was promoted to lead the Ads Business for Meta India, where he focused on strategy and execution around AI, short-form video (Reels), and business messaging.
Arun Srinivas and Meta India
Starting 1 July 2025, Arun Srinivas officially takes over as Managing Director and Head of Meta India. He will report directly to Sandhya Devanathan, who now oversees operations for both India and Southeast Asia.
In this role, Srinivas will be responsible for aligning Meta’s business, innovation, and revenue goals in India while strengthening partnerships with key brands, developers, and advertisers. His leadership comes during a pivotal time for Meta, as the company expands its investments in artificial intelligence, creator tools, and messaging-based commerce.
Under his supervision, Meta is expected to enhance its focus on AI-powered advertising, scale Reels monetisation for creators, and further drive WhatsApp business integrations across sectors like retail, travel, and services.
His leadership will also be key in navigating regulatory issues. In late 2024, Meta faced scrutiny from the Competition Commission of India over WhatsApp’s data-sharing practices. Though the order was suspended in early 2025, the episode highlights the regulatory complexities Srinivas must address moving forward.
What Does Arun Srinivas Bring to the Table at Meta?
Srinivas’s deep knowledge of Indian consumers and his adaptability across sectors from FMCG to ride-hailing to digital platforms make him a uniquely positioned leader. During his time at Meta, the company’s India ad revenue saw notable growth. In FY24 alone, Meta India’s gross advertising revenue rose by approximately 24% to INR 22,730 crore, with net profits reaching INR 505 crore. His strategic focus on AI integration and business messaging has led to early collaborations with brands such as Dream11 and Zomato, who are now using Meta’s LLaMA AI models.
Moreover, Srinivas’s diverse background makes him a great leader to lead through complexity. His experience in launching new markets (as seen at Ola), overseeing brand portfolios (at HUL), and managing investor relationships (at WestBridge Capital) shows a clear pattern of high-impact execution.
Conclusion
Arun Srinivas’s story is not just about titles or companies, it’s about growth, learning, and staying curious through every step of the journey. From managing food and skincare brands at HUL to launching Ola in a global market, and now leading Meta India, his career shows how one can evolve with time while staying grounded in strong values and clear thinking.
As he takes on this new role at Meta, Arun brings with him decades of experience and a deep understanding of both people and business. With India playing a key role in Meta’s global strategy, his leadership will help shape how millions of Indians connect, communicate, and grow in the digital world.
Arun Srinivas is an Indian business leader and the incoming Managing Director and Head of Meta India, effective 1 July 2025. He has over 30 years of experience across industries including FMCG, investment, mobility, and technology.
What is Arun Srinivas’s educational background?
Arun holds a B.Sc. in Physics from the University of Madras, a Postgraduate Diploma in Marketing from IIM Calcutta, and completed an executive program in Strategic Customer Management at Northwestern University’s Kellogg School of Management.
When did Arun Srinivas join Meta?
Arun Srinivas joined Meta (formerly Facebook) in 2020 as Director and Head of the Global Business Group in India. He was later promoted in 2022 to lead Meta India’s Ads Business.
After years of waiting, WhatsApp is finally releasing a dedicated iPad app. A dedicated iPad app has now been hinted at by the well-known instant messaging software.
In response to a user’s request for an iPad app, the official WhatsApp account on X (previously Twitter) recently used the “eyes” emoji, suggesting that users of Apple iPads would soon be able to utilise the eagerly anticipated iPad version for WhatsApp.
A native WhatsApp app for iPadOS has been in beta testing through Apple’s TestFlight program for almost two years. Those who have had access to the beta program describe a generally stable experience, despite the fact that it is now full and cannot accept more testers.
This prolonged testing period indicates that before a larger distribution, WhatsApp’s parent company, Meta, is carefully ensuring a stable and seamless user experience.
Features of the New App
It is anticipated that users will be able to view their WhatsApp discussions on their own while their iPhone is not online thanks to the upcoming iPad app.
This “companion mode” feature, which keeps calls and messages end-to-end encrypted across connected devices, replicates the experience now offered by WhatsApp on desktop and online. Compared to merely using the iPhone app or the web version, the interface is expected to be more user-friendly and aesthetically pleasing due to its optimisation for the iPad’s larger size.
The official date of the WhatsApp iPad app’s public release has not yet been disclosed. The wait for a native WhatsApp experience for the iPad, however, might not be long given the recent social media tease and the continued beta activity.
WhatsApp to Gain More Popularity in the US
Meta has been working to greatly enhance the WhatsApp messaging experience on all devices over the past few years. In 2023, it redesigned the Mac app with improved performance and new capabilities like video calling and group audio.
Higher-Quality voice and video calls, voice message transcription, multi-account support, and other helpful features were added to the messaging platform itself. Last year, WhatsApp’s iPhone app was also updated, giving it a more contemporary appearance and feel.
WhatsApp reached the milestone of 100 million monthly active users in the United States in July 2024. Quick updates, such as a specialised iPad software, will only hasten the platform’s expansion and uptake across the nation.
Why Now?
Although there has long been a drive for a tablet-friendly version of WhatsApp, Meta’s recent emphasis on multi-device compatibility set the stage.
WhatsApp’s multi-device beta was finally released in 2021, allowing users to use the service across numerous devices without requiring a phone connection.
This made it possible to build the technological framework for an independent iPad app.
Furthermore, the lack of WhatsApp—a crucial communication tool—became more apparent as Apple’s iPad, with its M-series CPUs and productivity features, increasingly presents itself as a laptop substitute.
According to reports, tech firm Meta has laid off employees in its Reality Labs division, mostly affecting hardware development and Oculus Studios teams. One of the projects affected is Supernatural, a virtual reality fitness game that Meta purchased for more than $400 million.
According to the firm, the change is intended to increase productivity while maintaining the company’s commitment to creating content for Supernatural and Quest. These recent layoffs come after a larger round of job cuts in February.
That month, Meta slashed about 3,600 positions, or around 5% of its global employment, citing performance-related issues. The precise number of layoffs is yet unknown. The layoffs are in line with CEO Mark Zuckerberg‘s goal of creating a more streamlined, flexible company.
Meta Facing Outrage on Social Media
Social media users reacted negatively to the February layoffs, with many blaming the corporation for putting executive compensation ahead of the livelihoods of normal workers.
In addition to public outrage, a number of former Meta employees claimed that the layoffs weren’t just performance-based. Some said they were fired for reasons unrelated to their work performance or even while they were on authorised leave.
Meta, one of the most popular social media sites in the world, mostly makes money via advertising. As it fights for the top spot in the rapidly changing field of generative AI technology, the company’s multibillion-dollar investment in AI infrastructure is fueled by that revenue stream.
Ray-Ban Meta Glasses with AI will soon be Available in India
The Ray-Ban Meta, one of Meta’s newest smart glasses, will soon be available in India, the company has revealed. These glasses, which are powered by Meta AI and provide a distinctive fusion of fashion and technology, were created in collaboration with the international eyewear manufacturer EssilorLuxottica.
The glasses were first released in a few regions last year, but they are now being released in more nations, such as Mexico and the United Arab Emirates, with India likely to follow. The glasses, which are made for hands-free interaction, allow users to send messages, control music, translate languages, and ask questions by simply saying, “Hey Meta.”
They can take pictures, record videos, and make calls via apps like Instagram, WhatsApp, and Messenger in addition to having built-in cameras and speakers.
The Ray-Ban Meta spectacles were initially introduced in September 2023 as the successor to the original Ray-Ban Stories, which were released in 2021. With this new iteration, Meta has expanded app support, enhanced design, enhanced sound quality, and added more potent AI functions.
The glasses are made to feel and look like standard Ray-Bans. However, they are now packed with smart technology that allows users to keep their phone in their pocket and stay connected.
On April 23, European Union regulators announced that Apple and Meta were the initial companies to be penalised for violating a new law that was designed to enhance competition in the digital economy.
This development is expected to escalate tensions with the Trump administration. For violating the 2022-passed Digital Markets Act, Apple was fined 500 million euros ($570 million), and Meta was fined €200 million ($230 million).
The goal of European legislation is to prevent large tech firms from misusing their power as digital gatekeepers, which allows them to unilaterally impose regulations on businesses and customers.
The European Commission, the executive arm of the 27-nation EU, accused Apple of violating the Digital Markets Act by limiting the way app developers may inform consumers about deals and other offers. By enforcing a “consent or pay” system that requires users to either pay a subscription fee for ad-free versions of Facebook and Instagram or consent to the usage of their personal data to target advertisements, Meta violated it.
Trade War Between EU and the US
Despite the conflict between the US and the EU over trade, tariffs, and the conflict in Ukraine, there has been some agreement on how to deal with the market dominance of the biggest digital firms in the world.
As owners of goods and services necessary for information, communication, trade, and other purposes, the tech giants have accumulated trillions of dollars in share value. Over the past year, Google has lost two significant antitrust cases in the US for abusing its dominance in the search and advertising industries.
Meta is on trial in Washington on charges that it used acquisitions to stifle competition. Apple and Amazon are also being sued for antitrust in the United States. However, the Trump administration took offence at the decision.
The United States will not allow this new type of economic extortion, according to National Security Council spokesperson Brian Hughes. Extraterritorial laws that specifically target and harm American businesses, impede innovation, and permit censorship will be acknowledged as trade obstacles and a direct danger to free civil society, he continued.
According to a February White House letter, authorities would think about taking revenge if the European Union singled out American internet firms under the Digital Markets Act or the Digital Services Act, which are laws aimed at reducing disinformation and illegal online content.
Meta declared that it will probably challenge the decision, comparing it to imposing high tariffs on American businesses’ services.
Apple to Follow Legal Path
Apple accused the commission of compelling it to make adjustments to its products that amounted to giving away its technology and said that it would appeal the ruling.
The business was fined $2 billion by the European Union last year for undercutting competitors in the music streaming market through the App Store.
In a statement, Joel Kaplan, chief global affairs officer at Meta, claimed that the European Commission is trying to hinder prosperous American corporations while permitting European and Chinese enterprises to function according to separate rules.
This is more than simply a fine. The commission’s requirement that Meta should alter its business strategy amounts to a multibillion-dollar tariff on Meta and forces the company to provide a subpar service.
Just days before its landmark antitrust trial began, Meta tried to settle the case by making a USD 450 million offer, a move that was led personally by CEO Mark Zuckerberg. Reports say that Zuckerberg contacted Federal Trade Commission (FTC) Chairman Andrew Ferguson in late March with the offer. However, the FTC wanted something closer to a figure that was reportedly in the neighborhood of 30 billion USD, plus a consent decree, and deemed Meta’s offer too low. Ferguson was unpersuaded and let the case go to trial.
The FTC’s case contests the purchases by Meta of Instagram and WhatsApp. It accuses Meta of trying to eliminate competition and secure an iron grip on social media.
Trial Threatens Breakup of Instagram and WhatsApp
The trial, which commenced on April 14, has the potential to result in a ruling that would require Meta to reverse its well-known acquisitions. The FTC maintains that the purchases of Instagram and WhatsApp were not about innovation, but about stifling competition and increasing dominance in the marketplace. The emails presented during the trial have certainly raised eyebrows, and for good reason. One email in particular, sent in 2008 by none other than Mark Zuckerberg, has the look of a smoking gun.
An internal memo from 2018, which was made public during the trial, shows that Zuckerberg had thought about spinning off Instagram. This was at a time when antitrust concerns were increasing. It’s worth noting that this memo does not describe any step that actually was taken. What we have is a document that highlights the company’s awareness of pressure from regulators that was becoming more intense.
Meta’s Defense: Competitive Market and Consumer Gains
Meta has pushed back on the FTC’s accusations, asserting that it vies for consumers in a fast-moving competitive landscape alongside platforms like TikTok, YouTube, LinkedIn, and X. Advocates for the firm maintain that both end users and the overall tech ecosystem have reaped benefits from the purchases in question, and they argue that the case against them is based on a stale, overly reductive take on the marketplace.
Meta criticized the accusation and emphasized that even the youngest users would know that Instagram and TikTok obviously compete. A Meta spokesperson said that his trial sets a bad precedent. The FTC says companies like Meta should not be able to grow through acquisitions. If they do, they should be broken up even when their services are not obviously competing.
Zuckerberg’s Political Lobbying Yields No Results
In the weeks just prior to the trial, Zuckerberg worked to secure political support, even lobbying President Donald Trump and his aides in an effort to directly influence the outcome of the trial. He held several high-level meetings at the White House, but in the end, they did not have much impact. Trump was not moved to intervene, and that absence of a White House intervention was a win for the FTC.
Zuckerberg’s larger initiative to repair the relationship with Trump, through monetary donations and changes in policy, seems to have not worked. The trial is now a focal point in Washington’s Big Tech pushback, another round in the ongoing argument about how much regulation the tech sector is going to have to live by.
In what is looking to be a pivotal occurrence for the oversight of companies in our digital time, the umbrella company of Facebook, Instagram, and WhatsApp, Meta Platforms, this week stepped into a Washington, D.C. courtroom to respond to antitrust charges leveled against it by the Federal Trade Commission (FTC). The FTC alleges that, far from being the forward-looking, innovative company it likes to portray itself as, Meta is a digital-age monopolist and has become so, in part, by buying up companies that might otherwise have posed serious competition to it.
Meta has faced no more serious legal challenge in its nearly two-decade history than the trial that commenced on April 14. Should the case brought by the Federal Trade Commission and its lawyers prove successful, it could compel Meta to divest two of its most significant recent acquisitions, Assets that have been crucial to its current business model.
FTC’s Core Argument: Innovation or Elimination?
At the start of the arguments, the FTC claimed that when Meta acquired other companies, it was not really trying to grow but was instead trying to kill off the threats that these companies posed to it. The FTC’s lead attorney, Daniel Matheson, told the judge that the question of whether or not Meta is innovative is not at issue here. What is at issue, according to Matheson and the FTC, is the apparently preferred path of acquiring innovation instead of competing and how that has allowed Meta to create and maintain its dominant position in the space where people socialize with each other using digital tools.
The government’s aim is not just to disassemble the company’s assets but to reach far beyond that to demand much more transparency and a far deeper level of oversight for Meta’s future purchases.
Meta’s Defense: Growth and Free Access
Meta’s legal team, helmed by attorney Mark Hansen, countered the monopoly claims, noting that both Instagram and WhatsApp have blossomed under Meta’s aegis. They argued that the FTC’s case lacks a legitimate basis, underscoring that the two services are free and continue to enhance their offerings. Hansen went further, stressing that the no-fee model in the context of the alleged monopoly is significant, and that using their impressive scale to enhance and spread the two platforms is, too.
According to Meta, its business model encourages innovation and does not suppress it. The company’s acquisitions, it argues, were in line with standard practice in the tech industry, and were part of a strategy that, too, is an industry standard: to integrate acquired companies into the larger business.
A Trial That Could Reshape Tech Regulation
The trial, expected to last several weeks, is under the direction of U.S. District Judge James Boasberg and features some high-profile testimony, including that of Meta CEO Mark Zuckerberg; former COO Sheryl Sandberg; and Instagram co-founder Kevin Systrom. This legal face-off is fueled by a lawsuit the FTC first lodged against Facebook in 2020, which got a new lease on life after the agency jury-rigged a couple of its own internal complaints to make them look more complaint-like.
The way this case turns out could change how U.S. authorities go after Big Tech for mergers. It could change the way they see those mergers in terms of antitrust laws. If the authorities view the mergers more aggressively than they have in the past, it could force Big Tech to operate more in line with those laws. This could set a new standard for antitrust enforcement.
National April 3rd, 2025: Meta has announced new tools that can help drive growth and incremental performance gains for e-commerce and retail businesses. As growth for e-commerce as an industry gets fueled in India on the back of Quick Commerce and the rise of online shopping in tier-2 and tier-3 towns, these new ad tools and features could further turbocharge growth for businesses in the sector.
Among the tools being launched is omnichannel ads, which allow advertisers to show ads that highlight nearby locations to people most likely to shop in-store. Meta is expanding access to omnichannel ads to more advertisers, adding the ability to guide people to the nearest store with products in stock, and surfacing discounts that can make it even more enticing for shoppers to visit a store. Initial testing showed that advertisers that used omnichannel ads had a 15% lower media omnichannel CPA and a 12% higher media ROAS when compared to their business as usual campaigns.
Meta recently held Meta Marketing Summit E-Commerce Edition to throw light on the emerging trends in the e-commerce space in India. The summit was attended by leading marketers across Mumbai and Bangalore.
Said Meghna Apparao, Director of Ecommerce and Retail vertical for Meta in India,“E-commerce and retail is witnessing a material shift in India driven by more offline retail brands reaching customers online, quick commerce continuing to grow rapidly, and online shopping in tier-2 and tier-3 markets continuing to accelerate. While AI-powered personalization and discovery, Reels and creators, and messaging have already unlocked immense value for the e-commerce and retail brands, Meta’s continued thrust on innovative ad tools for the sector is going to prove pivotal for its growth, enabling brands to create impactful shopping experiences and deliver on business outcomes that matter most to them.”
Retail brands with offline store presence that deploy omnichannel strategies are likely to gain most from omnichannel ads. For instance, apparel brand Taneira has leveraged Omnichannel Optimization ads and seen strong business outcomes.
Said Aishwarya Omprakash, Head of Marketing, Taneira, “In our pilot campaign utilizing Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year.”
Harnessing the power of AI, in the coming months, Meta will also allow advertisers to use Partnership ads and AI-powered Advantage+ catalog ads together.
Partnership ads harness the power of creators by allowing advertisers to run ads with creators, brands and other businesses. India is home to the largest community of Instagram creators in the world and more than 4,000 advertisers in India already use Partnership Ads.
Ecommerce brands across categories have already unlocked growth for themselves on the back of Partnership Ads.
Said Pawrush Elavia, Head of Growth at Zepto, “We used the authentic voice of creators to highlight our 10-minute delivery USP for which we leveraged Partnership Ads. The experiment resulted in an 18% lower CAC and a 33% higher CTR when combining Partnership Ads with BAU strategies compared to BAU alone.”
Meta is also introducing a new optimization that allows its ads system to show additional products from the catalog when promoting a preferred product set with the AI-powered Advantage+ catalog ads. With this feature a fashion brand, for instance, could choose to highlight jackets from their spring collection and give the system the option to serve a dress that a shopper might also be interested in. In initial tests, advertisers saw a 14% increase in ROAS when using this optimization on average.
Continuing the momentum on AI, Meta is also introducing new Generative AI powered features for ecommerce brands effectively. This half Meta will continue to explore new features including using Gen AI to place clothing on virtual models. By giving customers a better sense of how an item might look and fit, it could help shoppers confidently make a purchase and advertisers create more compelling experiences. Today advertisers can use background generation in Catalog ads and the company is experimenting with more personalized outputs for text generation. This will help advertisers better merchandise their products on Meta platforms and create ad copy that resonates with customers.
Generative AI is already being used by ecommerce companies in India. Quick Commerce giant Big Basket is an early adopter of Meta’s Generative AI ad features.
Said Anand Bhaskaran, Head of Digital Marketing and Marketing Communications at Big Basket, “We are committed to staying ahead of the curve when it comes to testing new marketing approaches. That’s why we were eager to test GenAI-powered catalog ads. The results were great and we are confident this technology will continue to drive efficiency for our business.”
Big Basket leveraged a three-cell test for catalog ads, measuring Background Generation, Image Expansion versus BAU cells. They saw a 2.7% better click-through-rate (CTR) than BAU cell and 3.4% lower cost per install (CPI) than BAU cell.
In an attempt to increase its footprint in India, Meta is establishing a new office in Bengaluru and is currently searching for artificial intelligence product and engineering positions in the city. Major tech companies like Google, Microsoft, and Amazon have already begun establishing engineering and product teams in Bengaluru and throughout the nation, which comes following Meta’s statement. According to the company’s website, there are 41 job vacancies in Bengaluru, mostly for positions like hardware, software, and machine learning engineers.
15 Years of Meta in India
Meta has been a part of the Indian market for around 15 years. As of right now, it maintains offices in Bengaluru, Hyderabad, Mumbai, New Delhi, and Gurugram. According to estimates, it currently employs between 300 and 400 people in India. Sales, marketing, business development, operations, policy, legal, and finance, however, make up the majority of this workforce. This action appears to be consistent with the tech giant’s overarching plan to improve its engineering prowess, especially in the area of artificial intelligence.
A representative for Meta commented on the development, saying that in order to support its long-term investments, the company frequently updates its location strategies. The company is hiring for a few engineering jobs in Bengaluru as part of this. Last month, Mark Zuckerberg, the company’s CEO, declared that it would increase its spending on AI by double, potentially reaching “hundreds of billions of dollars” in the long run. Number-wise, Meta anticipates spending between $60 and $65 billion this year, primarily on AI data centres, as opposed to $39.23 billion in 2024. In order to put 1 GW of capacity online this year and finish 2025 with 1.3 million GPUs, the corporation is also constructing a 2 GW AI data centre.
CM Fadnavis Says Maharashtra is on Track to Become India’s AI capital
As part of a national initiative to boost the uptake of the rapidly evolving technology, Maharashtra hopes to become the artificial intelligence (AI) capital of India within the next four to five years, according to Chief Minister Devendra Fadnavis. Fadnavis stated at the Nascomm Technology and Leadership Forum on February 24 that the Maharashtra government is developing a new AI strategy in an effort to take the lead in the nation’s current AI revolution. According to CM, the committee, which is made up of business leaders, is working on creating a new AI strategy since the state government wants to spearhead this revolution.
In fact, India’s prime minister outlined the nation’s AI roadmap at the AI conference in France. Additionally, he believes that India aspires to be a leader in AI. This comes after Ashish Shelar, the IT minister for Maharashtra, stated that the state was preparing to draft an autonomous AI policy shortly. Fadnavis added that the Maharashtra government has partnered with Microsoft, a supporter of OpenAI, to train and upskill 10,000 women in artificial intelligence. He declared, “We want everyone in Maharashtra to benefit from the AI revolution.”
