Facebook launches a Festive Playbook to explain the role of video, AR, influencers, vernacular content, and messaging in driving the discovery of brands, shopping, and celebrations this festive season.

1. Insights and solutions to drive brand discovery on
Facebook and win this festive season
Discover the Celebrations

2. Digital influence rises significantly
55-60%apparel consumers
in urban India are expected to
be digitally influenced1
70% mobile consumers in
urban India are expected
to be digitally influenced2
1.3x increase in digital
influence among urban
consumers for non-food
categories (post-COVID)3
40-45% urban
consumers for insurance
are expected to be
influenced digitally4
85% urban automobile
consumers have already been
digitally influenced5
Source: Turn the Tide : Facebook and BCG report, India, Age 18+
1. Estimation for 2021 from expert interviews and BCG CCI Digital Influence Study 2017 analysis (N=18,000 per year); 2. [Expert interview and
BCG analysis]; 3. Estimation for 2021, Expert Interview, BCG CCI Digital Influence Study 2017 analysis (N=18,000 per year); 4. Expert Interview
and BCG Analysis; 5. Estimation for 2020 from expert interviews and BCG CCI Digital Influence Study 2017 analysis (N=18,000 per year)
Read insights and solutions which will help you win in
this highly digitally-influenced festive season.

3. Gear up for
a potential surge
in demand
THIS YEAR’S
FESTIVE
OUTLOOK
01 Festive shopping
can be a positive outlet
in difficult times –
start your advertising early
START
EARLY
AND
SPREAD
JOY
02
Indians discover and
purchase their favourite
brands on the Facebook
Family of apps
DIGITAL DEPENDENCE
03
Virtual experiences
and ‘made-for-social’
videos inspire
action among
festive shoppers
RISE OF EXPERIENCES
04
Authenticity and vernacular
content resonate with
festive shoppers
NEW CONTENT EQUATION
05
Indians prefer
messaging businesses
during festive shopping
MORE MESSAGING
06
EMBRACE NEW MEDIA HABITS TO WIN IN 2020

4. GEAR UP FOR A POTENTIAL
SURGE IN DEMAND01
1: GWI Custom Coronavirus Research by GWI, India, 1,010 respondents aged 16-64, April 22 – 27, 2020. Question: “Have you delayed purchasing any of the following, as a
result of COVID-19?” 2: McKinsey COVID-19 Mobile and online survey;, India, N-1519 respondents aged 16-64, 5/2-5/2 2020. Question: “How strongly do you agree on-
By the time Diwali comes, you would have likely recovered any income or savings that you had lost during the lockdown?’ 3: Secondary sources 4: Nielsen RMS published
17th July 2020
• 7/10
are optimistic about recovering
income by Diwali2
• 94%
surveyed in India have delayed
a purchase due to COVID-191INDIANS DELAYED
PURCHASES
• FMCG industry
exhibits signs of rebound in
June to pre-COVID level4
• 700k
first-time shoppers at the Myntra
End of Reason Sale3 (June ’20)EARLY SIGNS
OF RECOVERY
Value sales indexed to pre-COVID period,
while maintaining the average of
December ’19 + January ’20 + February ’20 at 100.
120
100
80
60
40
20
0
100
Dec +
Jan +
Feb 20
Pre-
COVID
Mar’20
Lockdown
3&4
May’20
Unlock
1.0
June’20
101
98
75

5. POTENTIAL UPTICK IN
KEY CATEGORIES
The Facebook Family plays a leading role in
driving the discovery of offers6
FacebookFamilyof
AppsandServices
eCommerce
websites
Search
Engines
Television
YouTube
Facebook
WhatsApp
57% 51% 43% 42% 38% 35% 33%
40% of consumers are
planning to increase online
spend on apparel1
80% of consumers are
planning to increase or
maintain spends for fresh
food and staples4
60% of consumers are
planning to increase/maintain
spends on packaged food in
the next 6 months2
48% of consumers are
planning to increase or
maintain spends on homecare
given the focus on hygiene2
55% intend to increase
spends on mobile phones
through the online channel in
the next 6 months3
50% of automobile
consumers are planning to
increase spends while
expecting discounts on
four-wheelers5
Turn the Tide : Facebook and BCG report
1 . [BCG COVID-19 Consumer Sentiment Survey, Question Text:" In the next one month, how do you expect your online spend Apparel/ fashion (e.g.,
clothing, handbags, footwear) to change?”; April 30-May 03 2020 (March 23-26, April 17-20 2020, April 30-May 03 2020 (N = 2,106, N = 2,324, and
N=1,327 respectively)) ; 2. [BCG COVID-19 Consumer Sentiment Survey, categories considered: Fresh Food, Packaged F&, Makeup, Staples, Personal
Care, Home Care & Baby Care, Question text: “ In the next 6 months, how do you expect your online spend for the following types of products to change?,
In the next one month (CPG), how do you expect the choice of your brands to change”, April 30-May 03 2020 (March 23-26, April 17-20 2020, April
30-May 03 2020 (N = 2,106, N = 2,324, and N=1,327 respectively))] ; 3. “In the next 6 months, how do you expect your online spend for the following types
of products to change?” Source: BCG COVID-19 Consumer Sentiment Survey April 30-May 03 2020, N=1,327] ; 4. [BCG COVID-19 Consumer Sentiment
Survey, categories considered: Fresh Food, Packaged F&, Makeup, Staples, Personal Care, Home Care & Baby Care, Question text: “ In the next months,
how do you expect your online spend for the following types of products to change?”, April 30-May 03 2020 (March 23-26, April 17-20 2020, April 30-May
03 2020 (N = 2,106, N = 2,324, and N=1,327 respectively))] ; 5. [BCG COVID-19 Consumer Sentiment Survey, Question text: “Please state the reason to
spend more/ less in near future?”, March 23-26, April 17-20 2020, April 30-May 03 2020, May 18-23 2020 (N = 350 Intenders for cars in each wave),
representative of top 35% of Metro-tier 2, SEC AB, towns above 5L population] 6. YouGov study between 21st October and 4th November 2019. How did
you find out about any of the discounts and offers available during this seasonal discount sale?

6. 16%
start shopping 6-8
weeks before Diwali1
16%
start shopping 6-8
weeks before Diwali1
~74%
start shopping atleast
2 weeks before Diwali2
~74%
start shopping atleast
2 weeks before Diwali2
45%
millennials (25-39)
are early shoppers1
45%
millennials (25-39)
are early shoppers1
17%
more spending by
early shoppers3
17%
more spending by
early shoppers3
Apparel, Food and Electronics
were the top categories shopped for,
in the festive season last year49%
10%
11%
12%
15%
17%
21%
23%
26%
38%
28%
28%
38%
51%
64%
64%Apparel/Fashion
Food
Electronics
Jewellery
Health & Beauty
Gift Cards
Confectionary
Home
Designer Goods
Toys
Books
Travel/Vacation
Alcoholic Beverages
Cars/Motorcycles/Auto Parts
Sporting Goods
Video Games
Source: YouGov Report, India, Base (Diwali Shoppers): All (1,260) aged between 18-64 years 21st October 2019- 4th November 2019 ;
1. When do you start your holiday shopping? Began shopping in September or before (202); Began shopping in October (967); 2: When do you start / finish / do
most of your holiday shopping? 3. In total, how much do you plan to spend on shopping for Diwali this year? 4. In which of the following categories do you intend
to shop for Diwali this year?
START YOUR
ADVERTISING EARLY02

7. THE SHOPPING SEASON
EXTENDS BEYOND DIWALI
Festive Season Duration
01 Oct’19 15 Oct’19 01 Nov’19 15 Nov’19 01 Dec’19 15 Dec’19 01 Jan’20 15 Jan’20
Flipkart’s big billion day sale+
Amazon’s Great india Sale
(29th Sep - 4th Oct)
Sales conversions on Facebook peak during key sales events
Black friday sales
(29th
Nov - 1st
Dec)
Christmas Sale Republic Day Sale
(20th Jan - 23rd Jan)
01 Nov’19 15 Nov’19 01 Dec’19 15 Dec’19 01 Jan’20 15 Jan’20
Conversations about
“Holiday Shopping” on Facebook
01 Nov’19 15 Nov’19 01 Dec’19 15 Dec’19 01 Jan’20 15 Jan’20
Conversations about “Self Gifting”
on Facebook
Source: Holiday Insight 2020: Facebook Internal data ; India; Aged 18+ years; 1st
October 2019 to 31st
January 2020

8. Indians discover and purchase their favourite
brands on the Facebook Family of apps
+16% increase in smartphone time (in May’20)1
MOBILE USAGE ON THE RISE
Facebook and Instagram influence nearly
80% of Gen-Z and millennials’ festive shopping2
THE FACEBOOK FAMILY OF APPS
FESTIVE SHOPPERS ACROSS AGE GROUPS
CONNECT ON THE FACEBOOK FAMILY3
Sources 1: BARC Nielsen, India, Aged 18+, TV+ Smartphone consumption report during crisis, 7th May 2020; 2: YouGov Report, India; Base (Diwali Shoppers):
All (1,260) aged between 18-64 years; Mobile shoppers (1,032); Early shoppers (202); High spenders (409).; 21st October 2019- 4th November 2019;
Question. How influential is Facebook/Instagram in your holiday shopping? 3: In which of the following ways do you communicate with other people during
the holiday season e.g. to send greetings?
DIGITAL
DEPENDENCE03
GEN-Z
(18-24)
MILLENNIALS
(25-39)
GEN X
(40-54)
79%
46%
50%
88%
61%
37%
87%
62%
28%

9. Across categories, Indians say that the Facebook Family of apps
is their leading online source for discovery and evaluation
BEAUTY AND PERSONAL CARE1
CONSUMER ELECTRONICS2
58%
56%
39%
36%
36%
34%
26%
24%
23%
22%
62%
61%
31%
29%
25%
23%
23%
22%
Facebook
WhatsApp
Facebook
Messenger
Instagram
Search
Engines
(NET)
Brand
Websites
Retailer
Websites
Online
Marketplace
AUTO3
Discovery Evaluation
Source: 1.) Beauty and Personal care consumer journey survey by kantar profiles (Facebook commissioned online survey 1030 respondents aged 18-64, India 2020),
2) Consumer Electronics Products Consumer Journey Survey by Kantar Profiles (Facebook commissioned online survey of 2173 respondents aged 18-64, India
2019); 3) Auto Consumer Journey Survey by Kantar Profiles (Facebook commissioned online survey of 1428 respondents aged 18-64, India 2019
71%
63%
46%
41%
38%
36%
35%
33%
58%
55%
36%
33%
31%
31%
26%
23%
Facebook
Familyof
Apps
Facebook
WhatsApp
Facebook
Messenger
Instagram
Search
Engines
(NET)
Brand
Websites
Beauty
Blogs
68%
44%
38%
29%
27%
60%
37%
33%
25%
24%
62%
40%
35%
26%
25%
58%
40%
32%
28%
26%
Facebook
WhatsApp
Facebook
Messenger
Instagram
Search
Engines
(NET)
Automobile
manufacturer
sites
Professional
automotive
reviewsites
Local
dealership
sites
Otheronline
market
places
Facebook
Familyof
Apps
Facebook
Familyof
Apps

10. Source:
1.) FBB https://business.instagram.com/success/fbb/; 2.) Vodafone:: https://www.facebook.com/business/success/vodafone-play
3.) Honda: https://www.facebook.com/business/success/honda-india
28%
FBB created an interactive web-series on Instagram
Stories during Durga Puja to drive in-store sales1
Increase in coupon-redemption rate after
the Instagram campaign
Recommended solutions
Plan full-funnel campaigns on Facebook, building
awareness and consideration, as well as driving purchase
Case studies: Full-funnel campaigns on Facebook
20k Store visits led by the IG campaign
4X
Honda drove car sales with awareness and conversion
campaigns on Facebook3
ROAS
45%
lower cost-per-lead than other digital
platforms
43% Lift in installs
38% Lift in registrations
Vodafone Play drove app installs with Facebook
awareness and conversion campaigns2

11. VIDEOS VIRTUAL EXPERIENCES
53% shoppers watch or
share videos on Facebook and
Instagram1
33% of 18-34 year olds have
watched a live stream since the
beginning of the pandemic2
46% festive shoppers would
like to see videos that get
them into the holiday mood3
49% festive shoppers for
apparel would like to see virtual
demos before making a
purchase4
56% festive shoppers for
apparel and beauty say that
product videos would help
them with their purchases5
~1 out of 4 automobile
consumers who have
cancelled/ postponed their
purchase, would re-consider if
there is ‘zero-contact’ with the
dealership6
Source: 1. GlobalWebIndex ; India ; All Internet Users 18+; Options: Mobile ; Waves: Q4 2019 2. Facebook IQ Source: 1) Industry Micro-Shifts Monthly Tracker by Kantar
Profiles (Facebook commissioned online survey of 2,001 online general population respondents per wave, ages 18+, India, Wave 1, May 2020). 3,4,5YouGov Report, India;
Base (Diwali Shoppers) ; aged between 18-64 years; 21st October 2019- 4th November 2019 ; All (1,260); Shop in each category – Clothes and accessories (803); Health
and beauty (481); Home and garden (324).; Question 4, 5:. Considering purchases you make over the holiday season, which of these would help you decide on purchases?;
3. Please select all that statements below that accurately complete this sentence for you. At this point in the holiday season, I like to see videos that…6. BCG COVID-19
Consumer Sentiment Survey, India, Aged 18-64 years, March 23-26, April 17-20 2020, April 30-May 03 2020 (N = 350 Intenders for cars in each wave), representative of
top 35% of Metro-tier 2, SEC AB, towns above 5L population , Question: Which of the following options will make you reconsider your decision of not purchasing a Car?
Virtual experiences and ‘made-for-social’ videos inspire
action among festive shoppers
RISE OF
EXPERIENCES04

12. Recommended solutions
Leverage Instream ads to communicate a brand message, drive consideration or tell
a longer story to people who are actively engaged in watching video content on
Facebook.
Facebook Live, Instagram Live, and Instagram Stories can bring the excitement of
sales events to life.
As consumers prefer to stay at home, build immersive experiences with Augmented
Reality ads and help them with the purchase process. Get consumers involved with
Interactive Ads on Facebook and Instagram, like Polling Ads and Playable Ads
16-point
Aashirvaad Atta’s campaign saw strong ad-recall and
message association scores with Instream1
Lift in ad recall
3-point Increase in message association
Case Studies
INSTREAM
Learn more about Facebook Live
Learn more about AR ads
Learn more about Instagram Live
Learn more about Instream

13. PLAYABLE ADS
Source: https://www.facebook.com/business/success/aashirvaad-atta
3x
Uber leveraged Playable Ads for their
World Cup campaign
Increase in ad recall rate
250x Higher CTR
+9.5pts Ad recall vs the vertical norm 6.3pts
3x CTR vs historical average
Unboxing of New Vivo v19 through AR
Case Studies
AR

14. INFLUENCERS LEND AUTHENTICITY
46% apparel consumers
are influenced by videos
posted by influencers
during the festive season4
64% users say Instagram
allows interaction with
influencers3
VERNACULAR CONTENT INFLUENCES SHOPPING
51% think it’s important
to have information
available in a local language
while shopping 6
68% festive shoppers
prefer to see advertising in
local language5
Source: 1. YouGov Report, India; Base (Diwali shoppers): All (1,260) aged between 18-64 years; 21st October 2019- 4th November 2019 ; Question.
What types of activity from brands/businesses would you like to see on Facebook or Instagram during the holiday season? Source: 2,3. IPSOS
Instagram study; India; 18+ (1500 users); 4. YouGov Report, India; Base (Diwali Shoppers) ; aged between 18-64 years; 21st October 2019- 4th
November 2019 ; All (1,260); Shop in each category – Clothes and accessories (803); Health and beauty (481); Home and garden (324). 5. Do you prefer
seeing advertising in your local language when shopping for the holiday season? 6. How important is it to have all information available in your local
language, when shopping for the holiday season?
Authenticity and vernacular content resonate
with festive shoppers
NEW CONTENT
EQUATION05
SHOPPERS SEEK AUTHENTICITY
4/5 users consider
brands on Instagram to be
authentic2
40% festive shoppers
seek authenticity1

15. Case StudiesCase studies
Recommended solutions
Leverage Branded Content ads to scale up authentic influencer content to a wider
audience. Use regional-targeting on Facebook to reach consumers who prefer
local language communication.
5 Star personalised campaigns at scale with local language content for their new
’Do Nothing” campaign
Result: Three markets with stat sig lifts of +2.7, +3.4, +3.6 in ad recall
REGIONAL TARGETING
+4.6pts*
The Hyundai Aura launch campaign leveraged influencers,
using Branded Content ads on Facebook and Instagram.
Awareness
+3.7pts* Favourability
BRANDED CONTENT ADS
Learn more about Branded Content

16. 57% have used a messaging service to contact a business
for the first time1
(in May 2020)
48% used messaging service to track an order in last year’s
festive season2
45% used messaging service to purchase a product in
last year’s festive season4
61% used Whatsapp for messaging a business during
last year’s festive season3
, and
36% used Facebook Messenger to message a business
during festive season3
Source
1: Facebook IQ Source: Industry Micro-Shifts Monthly Tracker by Kantar Profiles (Facebook commissioned online survey of 2,001 online general
population respondents per wave, ages 18+, India, Wave 1, May 2020):
Source : YouGov Report, India; Base (Diwali Shoppers) aged between 18-64 years: All (1,260); . 21st October 2019- 4th November 2019 ;
Question 3: Have you messaged a business during the holiday season using any of these services?
Question 2, 4. Why did you use a messaging service to message the businesses?
Q306. Why did you specifically use an instant messaging service for this?
Indians prefer messaging businesses during festive shopping
MORE
MESSAGING06

17. Recommended solutions
Leverage Click to WhatsApp and Click to Messenger ads to
assist consumers in their purchase process
Case Studies
3.5x
Flipkart created a conversational experience with
Click to WhatsApp ads1
More conversions compared to not using
WhatsApp
$2.5M In attributable revenue for ads that
click to WhatsApp
CLICK TO WHATSAPP
20x
NoBroker used the WhatsApp Business API for
automated property listings2
Annualised return on investment
through cost savings
2.8x
WHATSAPP API
Increase in properties let out or sold
Learn more about Click to WhatsApp
Learn more about Click to Messenger

18. Start planning now to make
the most of the shopping season that is
highly influenced by digital this year.