Facebook India's Avinash Pant on finding the winning strategy for its biggest audience

Facebook’s director-marketing Avinash Pant holds forth in an exclusive chat with The Drum on the social networking brand’s consumer marketing strategy in India, its evolution, and the way forward for the Facebook family of apps.There are over 330m users of Facebook in India, making it the social network’s largest audience in the world by country, according to Statista. Alongside this, both Instagram and Whatsapp are also widely used, creating an interesting opportunity for consumer marketing within the Facebook family of services. To understand how this is being executed, The Drum spoke to Facebook’s director of marketing, India, Avinash Pant.From 15-second films to over 7-minute-long brand films, how do you navigate the diverse journey of creating stories for the Facebook family that also includes, Instagram and WhatsApp? Each of the platforms plays a different role in our lives and the family of apps is deeply enmeshed in the cultural fabric of the country – from messaging for Whatsapp to self-expression on Instagram to engage with communities at large on Facebook. While the journey of creating stories for our apps has been diverse (from building and reinforcing our 15-second narrative for Instagram Reels, to the recent Eid film), the larger objective has…
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