Retail in Asia

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Firms cautious on Facebook ads in India

Companies like PepsiCo, Vodafone and Mahindra & Mahindra are prioritising the free tools offered by Facebook rather than its advertising services as they try and engage Indian shoppers.

PepsiCo, the food and beverage group, has used display ads on the site, but prioritises ideas like competitions on the social network, such as a prior contest to meet Lionel Messi, the footballer.

A separate effort giving users the chance to secure tickets for all of India’s matches in the 2011 ICC Cricket World Cup was also named among the 19 best marketing campaigns globally by Facebook.