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Facebook inks first agency deal in India with GroupM

MUMBAI: Social networking platform Facebook has inked its first agency deal in India with GroupM. The partnership was signed during Facebook COO Sheryl Sandberg’s recent visit to India.

The deal becomes significant as India is Facebook’s second largest and fastest growing market, after US and Canada.

Regarding the new deal, Facebook India head Kirthiga Reddy said, “Our partnership with GroupM will benefit clients to reach over 100 million people in India, 84 million on mobile, both smartphone and feature phone, and custom audiences within the 100 million in urban and rural India. We’re excited about this wide-ranging collaboration which combines the strength of the world’s best global advertising platform with GroupM’s market-leading position to deliver personalised marketing at scale.”

GroupM has been at the forefront of digital developments in India covering areas like search and platforms, mobile, content and measurement. For Nokia Lumia, GroupM pioneered the deployment of Facebook’s outcome measurement and leveraged Facebook’s targeting capabilities to deliver a 54x return on Facebook ad spend.

Once again, leveraging Facebook’s targeting capability, GroupM delivered results for apparel brand Arrow. Based on the exclusive Facebook campaign, Arrow was able to deliver a 30x return on Facebook ad spend and a significant redemption rate.

GroupM South Asia CEO CVL Srinivas added, “We are delighted with the Facebook partnership that can help unlock even greater value for our clients. We work closely with Facebook globally, regionally and locally. India is projected to be the largest country for Facebook by people very soon, and we see exciting possibilities for our clients. This partnership adds to the set of enablers we have created over the years that can help drive digital adoption in our market.”

To add to its digital offerings, last year GroupM India launched Mash Up, a digital content unit which has been creating engaging digital content solutions for brands, the most recent being the digital video campaign with Kapil Sharma for Honda Mobilio.

GroupM also manages a mobile advertising company, Madhouse, bringing brands together with mobile media publishers to unleash the power of mobile. Its full-service digital marketing agencies, Quasar and Blazar, include end-to-end digital solutions for advertising across the web, social media, search, analytics and creative services.