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Tag: Meta India

  • AI transforms storytelling as FICCI FRAMES sparks a creative dialogue

    AI transforms storytelling as FICCI FRAMES sparks a creative dialogue

    MUMBAI: Artificial intelligence didn’t just enter the chat, it rewrote the entire script. At FicciFrames 2025, the session The AI-Powered Media Revolution brought together some of the sharpest minds shaping India’s digital future. What unfolded was not just a tech talk, but a lively, layered dialogue on how AI is blurring the lines between human creativity and machine intelligence.

    Moderated by NDTV’s Abira Dhar, the panel featured Kamolika Gupta Peres, vice president at Autodesk; Shweta Bajpai, director of global business group at Meta India; Bharath Ram, CEO of JioStar; and Siddharth Shekhar, director of Youtube and partnerships at Google India. Together, they painted a compelling portrait of an industry in flux, one that’s shifting from “lights, camera, action” to “data, algorithm, imagination.”

    Bharath Ram opened with a distinctly Indian optimism. “India doesn’t just adopt technology, it adapts it,” he said, highlighting how JioStar’s AI innovation is home-grown and hyperlocal. “Our teams think in Hinglish, dream in code, and build for Bharat.” With AI now powering recommendation engines, dubbing tools, and predictive analytics, he said the focus is on making tech intuitive for every kind of viewer from rural smartphone users to urban binge-watchers.

    Meta’s Shweta Bajpai brought the creator’s perspective, describing AI as “the invisible hand that now guides discovery.” Over 50 per cent of what users see on Instagram today is AI-recommended, she shared, adding that engagement time is up by 7 per cent on Instagram and 6 per cent on Facebook. “It’s not just about clicks anymore,” Bajpai said. “It’s about chemistry between people and the content they didn’t even know they wanted.” She noted that thanks to AI, small-town entrepreneurs and regional creators are finding audiences that once felt unreachable. “Creators from Surat, Kochi, and Indore are building national fandoms powered by algorithms that understand local flavour.”

    Google India’s Siddharth Shekhar widened the lens, calling AI “the great equaliser” for India’s next billion users. “Technology can’t just be smart, it must be inclusive,” he said. Google’s partnership with the Maharashtra government, using AI to improve agriculture, education, and healthcare outcomes, exemplifies that mission. He also revealed that YouTube has paid Indian creators over Rs 21,000 crore in the past three years, a staggering indicator of how the creator economy has matured. “Every vlogger, musician and stand-up comic is now a micro-entrepreneur,” he said.

    Autodesk’s Kamolika Gupta Peres brought an artist’s insight into the mix, describing how AI is democratising design. “Today, a student in Nashik with a laptop can create visuals that once needed an entire studio,” she said. AI tools, she explained, are not replacing artists but accelerating their ideas. “It’s like having an assistant who never sleeps and never runs out of coffee.”

    But amid all the tech euphoria, the panel didn’t ignore the elephant in the algorithm ethics. Deepfakes, misinformation and bias in machine learning models were hot topics. Shekhar noted that Google’s SynthID watermark system helps label synthetic or AI-generated content, a key step towards building public trust. Bajpai added that Meta now tags AI-generated posts and allows users to flag potential fakes, a move designed to balance creativity with accountability.

    As the discussion veered towards the emotional limits of AI, Bajpai dropped a memorable line: “AI understands patterns; humans understand irony.” The audience chuckled, but the point stuck creativity still needs a pulse. Peres echoed that sentiment, reminding the room that technology is a tool, not the tale. “AI can help tell stories faster, but the human imagination still gives those stories heart,” she said.

    The conversation turned lively again when Dhar jokingly asked whether AI might someday win a Filmfare Award. Ram was quick to reply, “Only if it learns how to deal with Indian censorship!” Laughter rippled through the room, but behind the humour lay a serious undertone the growing need to rethink content regulation in the AI era.

    As Ficci Frames marked its 25th year, the panel felt symbolic, a moment where India’s creative and tech powerhouses came together to imagine the next quarter-century. From scriptwriting bots to personalised ad targeting and real-time dubbing, AI is already changing how entertainment is produced and consumed.

    Still, as Shekhar concluded, “The future of storytelling will be co-written part human, part machine.” Or as Dhar signed off wryly, “If my phone starts recommending my next question, I’ll know AI has truly taken over.”

    From boardrooms to bedrooms, algorithms are now the new auteurs. And if FICCI Frames 2025 proved anything, it’s that the story of Indian media’s future just like AI itself has only begun to write its first draft.

  • Arun Srinivas appointed as Meta India’s new country head and MD

    Arun Srinivas appointed as Meta India’s new country head and MD

    MUMBAI: From tea leaves to timelines, Arun Srinivas is now brewing strategy at Meta India. In a move that signals both continuity and elevation, Meta has announced the appointment of Arun Srinivas as its new Managing Director and Country Head for India. Already a key figure within the company, Srinivas will now oversee all business, innovation, and revenue priorities across the region cementing Meta’s long-term commitment to the Indian market.

    Srinivas joined Meta in 2020 and has since led its Global Business Group and Ads Business for India, steering strategic revenue levers like AI, Reels, and Messaging. In his expanded role, he will now unify Meta India’s core pillars to better serve the platform’s advertisers, partners, and users.

    With nearly three decades of experience under his belt, Srinivas has worked across marquee names like Hindustan Unilever, Reebok, Ola, and private equity firm Westbridge Capital. His past roles included launching Ola in London, leading Unilever’s food, skincare, and beverage verticals in South Asia, and investing in high-growth consumer brands during his stint at WestBridge.

    Meta’s leadership hopes the appointment marks a sharper, localised strategy in a market that remains one of its largest and most dynamic.

    “As we look ahead, we remain focused on building products that drive growth for our partners while driving innovation for the ecosystem,” the company stated.

    With Srinivas now leading Meta India’s charge, all eyes will be on how he blends deep-rooted brand-building wisdom with the platform’s global tech playbook and what that could mean for India’s digital future.
     

  • Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    MUMBAI: Not your average tech launch, Meta’s new AI tool just dropped in India with a desi twist, thanks to DDB Mudra’s latest campaign that turns into a lazy-day question—’Aaj kya karoge?‘—into a call to dream bigger.

    Meta AI, now seamlessly baked into WhatsApp, Facebook and Instagram, is being pitched not as a cold, complex tool but as a warm, witty sidekick that helps elevate the everyday. The campaign tackles a key perception problem head-on: that AI is all brains, no soul.

    Enter six short films, each telling a hyper-local, delightfully ordinary story—from different cities and age groups—that flips the mundane into the magical with a little help from Meta AI. From unlocking creative hobbies to simply streamlining chaos, the message is clear: this isn’t AI for coders, it’s for chai-sippers and chat-typers alike.

    The blitz didn’t stop at screens. Contextual billboards in Delhi and Lucknow spoke in local dialects, while YouTube ads served up prompts mid-search, making the experience feel uncannily personal. Throw in a dozen influencers across cities, each giving Meta AI their own local flavour, and the result is a campaign that doesn’t feel like a launch—it feels like life.

    DDB Mudra creative director Mahima Mathur, talking about the creative process and the approach to the campaign, said, “We didn’t want to introduce Meta AI with the usual fanfare. We wanted India to find it in its own way – in places we already live and love. In a WhatsApp chat. While scrolling through Facebook. In an Instagram group. ‘Aaj kya karoge?’ isn’t just a line. It’s a friendly nudge. An invitation to think a little bigger, try something new, and let Meta AI make it all a little easier, one day at a time.”

    With this effort, Meta positions its AI not as an upgrade—but as an invitation. One that turns routine into play, and every scroll into possibility.

  • Influence, inbox, impulse buy: Meta’s new-age retail mantra

    Influence, inbox, impulse buy: Meta’s new-age retail mantra

    MUMBAI: The good old kirana might still stand, but what’s driving shoppers to the shelf is now happening on screen. A new Meta-commissioned study by GWI has revealed just how deeply influencers, reels, and dms are reshaping retail habits across India.

    According to the survey — conducted among 2,548 Indian internet users aged 16–64 — nearly eight in ten shoppers discover new products via social media, with a staggering 96 per cent of that discovery happening on Meta’s platforms, namely Facebook and Instagram.

    “Indian shoppers today are social-first, mobile-first, and video-first irrespective of whether the purchase happens offline or online” said Meta India director, e-commerce & retail, Meghna Apparao, “With consumers increasingly relying on Reels, messaging, and influencer content to discover and evaluate products, offline retailers have an opportunity to reach their customers across multiple touch points simultaneously and harness the power of our platforms to build unique online and phygital experiences that also move metrics across the funnel.”

    Even shoppers physically browsing aisles are scrolling first — using social media to discover, research, and decide, often before they even set foot in a store. Retail displays may still exist, but the real pitch now happens on feeds.

    Short-form video is turning scrolls into sales. Around a third of users reported purchasing products they saw in 2–3 minute brand videos or reels, especially in premium and luxury categories, where visual storytelling has a strong influence.

    Influencer clout continues to soar. Six in ten shoppers follow national influencers, whose opinions now weigh heavily on both what to buy and where to buy it from — online or offline. Their reach is no longer just virtual; it’s walking customers right into stores.

    Meanwhile, WhatsApp is becoming the new storefront. Nearly 60 per cent of users said they are likely to purchase a product after seeing an offer on the messaging app — making it a silent but powerful sales channel.

    In step with these shifts, Meta has launched new omnichannel advertising tools designed to bridge the digital-physical divide. These enable brands to not just chase clicks but track real-world impact — from boosted footfall to ringing tills.

    Tanishq CMO Pelki Tshering said, “We’ve always believed in meeting our customers where they are — both online and offline. Meta’s solutions like Click to WhatsApp (CTWA) have helped us in that journey. By combining conversational commerce with tailored messaging, we’ve seen over 14x offline ROAS. What’s even more exciting is the potential of Meta’s omnichannel ads — allowing us to drive both online and in-store sales through a single, unified campaign. As one of the first to test the solution with offline CAPI, we’re seeing a 40% jump in ROAS for online purchases and an improvement in offline purchases. Meta’s retail solutions are helping us not just drive omni sales — but truly connect with our customers, wherever they are in their buying journey.”

    Taneira head of marketing  Aishwarya Omprakash, “In our pilot campaign utilising 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.”

    For Indian retailers, the message is clear: to win offline, think online first — especially if you’re not in the reel game yet.

  • Government and Meta launch ‘Scam se Bacho’ campaign to fight cyber scams

    Government and Meta launch ‘Scam se Bacho’ campaign to fight cyber scams

    Mumbai: The ministry of information & broadcasting and Meta have joined forces to launch the ‘Scam se Bacho’ campaign, a national initiative focused on raising awareness about online scams and cyber frauds. The campaign, which was unveiled in New Delhi by information & broadcasting secretary, Sanjay Jaju aims to equip citizens with the skills needed to navigate the growing digital threats facing India.  

    In collaboration with key ministries including the ministry of electronics and information technology (MeitY), the ministry of home affairs (MHA), and the Indian cyber crime coordination centre (I4C), the campaign aligns with the government’s ongoing efforts to enhance cyber safety and digital literacy. As India witnesses extraordinary digital growth, with over 900 million internet users and leading the world in UPI transactions, there has been a parallel increase in cyber fraud, with 1.1 million cases reported in 2023.  

    Jaju emphasised the campaign’s significance, stating, “Scam se Bacho is more than just an awareness drive. This campaign can be a national movement that empowers Indian citizens with the tools and knowledge to protect themselves from these threats. By leveraging Meta’s global expertise, the campaign will ensure our digital progress is matched by robust digital security.”  

    The ‘Scam se Bacho’ initiative goes beyond traditional awareness efforts, focusing on fostering a culture of digital safety and vigilance. It aims to provide citizens with actionable insights to safeguard against online scams and equip them with the resources to stay ahead of evolving cyber threats. The campaign’s launch aligns with the prime minister’s call for stronger measures to combat cybersecurity challenges, advocating for an informed and resilient digital society.  

    The government and Meta’s joint efforts represent a comprehensive strategy to confront rising cyber risks, ensuring that as India continues to achieve significant milestones in its digital journey, the nation remains protected from threats.  

  • Streaming is seeing phenomenal growth in India: Prime Video India’s Sushant Sreeram

    Streaming is seeing phenomenal growth in India: Prime Video India’s Sushant Sreeram

    Mumbai: In a highly engaging panel curated on the opening day of FICCI FRAMES 2024 titled ‘Reinvent: Navigating the Future of the Media and Entertainment Industry’, Prime Video India country director Sushant Sreeram delved into the dynamic landscape of the streaming industry in India, exploring growth trends while highlighting Prime Video’s business and content commissioning strategy.

    Moderated by Ernst and Young partner Ashish Pherwani the panel began with a keynote from Ministry of Information and Broadcasting secretary Sanjay Jaju.  In addition to Sushant Sreeram, the panel saw the participation of industry leaders from multiple M&E sectors, including Prasar Bharti CEO Gaurav Dwivedi, FICCI Media and Entertainment Committee chair and Viacom18 CEO – broadcast entertainment Kevin Vaz; FICCI Media and Entertainment Committee co-chair and Meta India VP and head Sandhya Devanathan; FICCI Media and Entertainment Committee co-chair and Warner Bros Discovery general manager – India & South Asia Arjun Nohwar, and Signpost India chairman & managing director Shripad Ashtekar.

    Responding to a question on key trends across SVOD, TVOD and AVOD business models, Sushant said, “Streaming is seeing phenomenal growth in India. It has, in fact, become a dominant use-case for internet in the country, and a large part of that growth is coming from outside the metros.  We have about as many people streaming content in India, as those watching linear TV. This is a very significant inflection point for the video streaming industry in India.”

    He went on to share, “Another key point to note is that there is no one single customer for streaming, our customers sit across the spectrum of accessibility, affordability, and the languages in which they prefer to consume entertainment. Therefore, our strategy for building solutions for India has always been to focus on “AND” solutions, rather than making choices between “this” or “that”. That is exactly why Prime Video’s entertainment hub – where all the different VODs come into play, continues to do incredibly well. In fact, India is one of the frontrunners on new customer adoption for Prime Video globally. Also, our Channels proposition, where consumers get access to content from popular streaming services with add-on subscriptions, has grown well, with more than 20 partners on the service. Further, our Movie Rentals service where consumers – both Prime members and those who aren’t yet Prime Members, can rent movies ala carte, is seeing great consumer uptake across the country. Mini TV, Amazon’s free ad-supported service, also posted steady great growth in 2023. When we think about how to serve India, we prioritize what is important for customers – great value, great selection, and convenience. It is true for what we do at Amazon overall and the same holds true for Prime Video as well.”

    Responding to a question on the cost of content, Sushant spoke about the fact Amazon and Prime Video is invested for the long-term in India. Elaborating on the same, he said, “It is important to place this in context – our investment thesis is built on developing this category over a fairly long period of time. That’s the time horizon that we operate with for all our investments at Amazon, and the same holds true for Prime Video. The second is that we want to create a category of great cinematic storytelling and we know that consumers value that. We realized that creating an ecosystem across the board, not just the service, but creators and the technical ecosystem is an investment that is well made.”

    He went on to add, “The other thing about our investment thesis is that we look at it through the lens of how we bring in customers to enjoy this multi-benefit proposition for Prime, which is a unique proposition for customers and Prime Video is a part of that. That changes how customers evaluate what is value for money, and that gives us the impetus to continue to make investments. And finally, we want to make all the great stories that we can, but we realize that we can’t make all of them. We’re therefore always excited about the collaborations that we can forge, with creators, Channel partners and studios to build out a true video entertainment marketplace. The fact that Prime Video has close to 100 projects right now in various stages of production and development is a clear indication that there is appetite for great stories in the country!”

    To wrap up the highly engaging session, each participant was asked their Mantra for 2024, to which Sushant replied, “For us, it’s still Day one!” Day one is both a culture and an operating model that puts the customer at the center of everything Amazon does. Day one is about being constantly curious, nimble, and experimental.

  • FICCI FRAMES 2024: #Reinvent: Navigating the future of media and entertainment industry

    FICCI FRAMES 2024: #Reinvent: Navigating the future of media and entertainment industry

    Mumbai: The Indian media and entertainment industry is witnessing significant changes, with shifting consumer preferences for high-quality content, new broadcasting technologies, pressures on advertising spend, and the advent of AI. The #Reinvent session at FICCI Frames 2024 examined the dynamics driving this transformation and explored a range of enabling policies designed to support an industry navigating through a period of significant upheaval.

    The keynote of this session was given by Ministry of I&B secretary Sanjay Jaju, who said, “As we move forward, the Government of India’s focus is on creating a conducive environment for the Media and Entertainment industry to thrive.”

    The session was moderated by Ernst and Young partner Ashish Pherwani.

    “In the last one year, the skilling ecosystem of Maharashtra has supported 48,000 youths from Maharashtra to be trained only in media and entertainment. This was something of a record under M&E skill council. A big thank you to Mangal Prabhat ji and his government for their proactive efforts to train rural and urban youths,” FICCI India AVGC-XR Forum chair Ashish Kulkarni.

    “Globally, the media and entertainment industry is witnessing remarkable shifts with digital innovation reshaping consumption patterns and content creation dynamics,” FICCI Media and Entertainment Committee chair and Viacom18 CEO – broadcast entertainment Kevin Vaz.

    “India is a significant priority market for Meta globally. We have invested considerable time in developing products tailored to the diverse needs of the hundreds of millions of people using our platforms. We are dedicated to serving both users and businesses by continually enhancing our offerings,” FICCI Media and Entertainment committee co-chair and Meta India VP and head Sandhya Devanathan.

    “There is no one single customer. Customers sit across a spectrum of accessibility, affordability, of languages in which they want to watch their entertainment and what their entertainment needs are. For us, building solutions for India has always been about what we need to build as an end solution and not making piecemeal choices,” Amazon Prime Video country head Sushant Sreeram.

    “Free dish has been growing continuously and consistently. In 2003, when it started, the industry was at a very nascent stage and it set the context for the rest of the industry to grow and develop,” Prasar Bharati chief executive officer Gaurav Dwivedi.

    “We usually focus on the who, what and where. Who is consuming us, what kind of content they are consuming and where do they prefer to consume. I think the new dynamic that is now emerging is for us to focus on when and traditionally linear TV networks didn’t focus on that. By when, I mean consumption patterns that are arising from the situation that you are in – like in an elevator, waiting for a bus or picking your child from school. And in that 30-second to five-minute moment, do you have content form that they find engaging,” FICCI media and entertainment committee co-chair and Warner Bros Discovery Sr VP and general manager  – India & South Asia Arjun Nohwar.

    “Out-of-home advertising is playing a great role in sustenance of smart cities because when we see any social spaces – roadside shelters, libraries or any basic first mile or last mile connectivity solutions, it is the responsibility and obligation of out-of-home player where they invest in basic infrastructure. It is beyond billboards and includes investing in smarter solutions like charging points too,” Signpost India chairman & MD Shripad Ashtekar.

  • U Mumba unveils PKL Season 10 Jersey

    U Mumba unveils PKL Season 10 Jersey

    Mumbai: In a glittering ceremony on Wednesday, U Mumba brought together the power of sport and entertainment on one stage to celebrate and unveil the landmark Pro Kabaddi League Season 10 U Mumba Jersey in the presence of Bollywood star Vicky Kaushal and the squad members at the META India studios in Mumbai.

    U Mumba is geared up for an exhilarating season ahead. Designed with careful consideration and attention to details, the new jersey serves as a powerful statement of the team’s commitment to excellence, unity, and capturing the enduring spirit and resilience of Mumbai that U Mumba team stands for.  

    The new jersey was launched in the presence of Vicky Kaushal in and as Sam Bahadur along with team owner, Ronnie Screwvala, CEO Suhail Chandhok apart from the Season 10 core team members Surinder Singh, Mahender Singh, Rinku, Girish Ernak, Guman Singh and Pranay Rane.

    “Interwoven with elements that encapsulate the heart and soul of Mumbai city, the jersey captures the energy, diversity, hustle and indomitable spirit of the melting pot of people that Mumbai represents. Each thread tells a story, echoing the pulse of a city that never sleeps, and the relentless pursuit of excellence that defines U Mumba,” said U Mumba CEO Suhail Chandhok.

    One of the key striking features of the jersey is the representation of the ocean, an homage to the original inhabitants of Mumbai, the Koli community and to the element of water that forms the essence of Mumbai, a City of Seven Islands.

    “The waves symbolise the ebb and flow of obstacles that our players may encounter throughout the Pro Kabaddi League season and it serves as a reminder to be fluid, like water, adaptable to change, agile, resilient and open to any challenges that lie ahead,” Suhail further added.

    U Mumba Captain & Vice-Captains announced the team also took the opportunity to announce the captain and vice-captains for the upcoming season with Surinder Singh set to continue at the helm and Rinku Sharma and Mahender Singh as his deputies.

    Meta India director of content and community partnerships Paras Sharma also commented, “We actively foster sports fandom on our platforms, continuously collaborating with teams and the ecosystem to broaden their audience. Collaborating with the U Mumba team enables us to connect creators and public figures, aiming to boost kabaddi’s popularity ahead of the Pro-Kabaddi League and offer creators opportunities to engage with athletes from varied sports.”

    The team also announced local (Mumbai) icon player, Girish Ernak as the Spirit of Mumba Captain, who is specially assigned the task to nurture young talents in the side from various parts of the country and ensure the positive spirit of U Mumba is always intact through the ups and downs of the competitive season.

    Follow U Mumba’s journey in the Pro Kabaddi League and witness the team wearing their hearts on their sleeves, quite literally, with the unveiling of this exceptional new jersey on our social media handles.

     

  • #CWC23: Unveiling the largest creator campaign In ICC history

    #CWC23: Unveiling the largest creator campaign In ICC history

    Mumbai: With the ICC Men’s Cricket World Cup 2023 starting on 5 October, Meta is unveiling the largest-ever creator campaign for any ICC tournament. As a part of our digital content rights partnership with ICC, Meta will be partnering with more than 500 creators to bring the tournament to life.

    Creators today are shaping culture and inspiring everyone around them with their creativity. At the ICC Men’s Cricket World Cup, Meta has handpicked 50 unique creators to deliver immersive and behind-the-scenes content to cricket fans globally, on our platforms – Instagram, Facebook, WhatsApp and Threads.

    One of the biggest creator interventions will be ‘Super 50’. This is a group of 50 creators, who through this 50 overs tournament, will cover the 48 matches in their own way. They will have match access like never before. This means access to the field pre- and post-match, to commentators, to ambassadors, pre-match day ground access and more. The creators come from across India, so that every match will have a creator in attendance, covering it in their city and in their language.

    “Cricket, and especially the World Cup, gets India’s love and attention. To give fans unprecedented access to matches, and give creators a chance to be discovered nationally, we’ve kicked off one of our largest creator campaigns for any sporting event to date. We’re glad to work with ICC on this, and to have their support in unlocking the many social and fan experiences on our platforms. At the scale of this campaign, we’re hoping this revolutionizes the way cricket fans engage with the sport,” said Meta India director and head of content and community partnerships Paras Sharma.

    “The ICC is always looking for ways to reach new fans, and Meta’s platforms are a fantastic way to do that. It has been great to work with Meta on this project, to find unique and creative ways to bring the sport we all love to even more people across the world. We can’t wait to see the unique perspectives these creators will bring to the ICC Men’s Cricket World Cup and help make it the greatest cricket event ever,” said ICC head of digital Finn Bradshaw.

    Apart from ‘Super 50’, where creators have exclusive access to various opportunities, there will be many other creators attending matches and sharing their experience with their audiences. These experiences will bring a flavor of them attending matches, but also of their city and the fan following that exists in their city. This will be shared across their Reels, WhatsApp Channels, Instagram Broadcast Channels and Threads.

     

  • Sandhya Devanathan joins Meta India as head and VP

    Sandhya Devanathan joins Meta India as head and VP

    Mumbai: Meta announced the appointment of Sandhya Devanathan as the vice president and head of Meta India. Devanathan will begin her new position on 1 January 2023. She will report directly to Meta APAC vice president Dan Neary.

    Devanathan will transition to her new role on January 1, 2023 and will report to Dan Neary, Vice President, Meta APAC, and be a part of the APAC leadership team. She will return to India to oversee the India organisation and strategy, as per company statement.

    With over 22 years of experience in banking, payments, and technology, Devanathan will focus on aligning the organisation’s business and revenue priorities in order to better serve its partners and clients, while also supporting Meta’s long-term growth and commitment to India. In her current role, she will spearhead the company’s India charter and strengthen strategic relationships with the country’s leading brands, creators, advertisers, and partners in order to drive Meta’s revenue growth in key channels in India.

    In 2016, Meta appointed Devanathan to lead the growth of its Singapore and Vietnam businesses and teams, as well as its Southeast Asian e-commerce initiatives.

    In 2020, she was promoted to lead gaming for APAC, one of Meta’s largest verticals globally. She also has a strong interest in developing female business leaders and is the executive sponsor for women in APAC at Meta, as well as the global lead for Play Forward, a global Meta initiative to improve diversity representation in the gaming industry. She is also a member of Pepper Financial Services’ global board of directors.

    As per media reports, Meta chief business officer Marne Levine said on this new appointment, “India is at the forefront of digital adoption, and Meta has launched many of our top products, such as reels and business messaging, in India first. We are proud to have recently launched JioMart on WhatsApp, which is our first end-to-end shopping experience in India. I’m pleased to welcome Devanathan as our new leader for India. Devanathan has a proven track record of scaling businesses, building exceptional and inclusive teams, driving product innovation, and building strong partnerships. We are thrilled to have her lead Meta’s continued growth in India.”