Agencies share reels and business messaging case studies at Meta Marketing Summit

Meta hosted the Meta Marketing Summit – Agency Edition in India on April 22, 2025 at Gurugram and Mumbai. During the summit, attended by agencies of all sizes, the social media giant it discussed how agencies can upskill to prepare to meet their future market challenges.

The marketing summit was attended by more than 350 agency partners of Meta. The summit speakers discussed how agencies can adopt AI, Reels, and Business Messaging to help their brand clients succeed in making deep consumer connections.

At the summit, Meta showcased case studies and offered insights into how agencies, by using Meta’s platforms and tools, can help their brand partners drive growth. The technologies discussed included AI, Reels, and Business Messaging. According to Meta, with the technologies and consumer consumption patterns evolving with time, agencies need to upskill themselves to fulfill future demand.

Gaurav Jeet Singh, director – agency and VC partnerships, Meta in India, said that given these changes, the agency ecosystem will undergo a shift making it necessary for agencies to adopt new technologies and learn new skills. While automation enables agencies to scale, short-form formats drive the ecosystem evolution, and messaging disrupts how people and brands interact, according to Singh. “We are partnering with agencies of all sizes to help them transform meaningfully and become future-ready—to grow and tap into new business opportunities,” he said.

At the summit, Abhirup Datta, CEO of Sokrati and Performance Solutions said that his agency used Meta’s Advantage+ Shopping Campaigns (A+SC) tools for all the accounts it manages and witnessed positive results. “We have seen a substantial increase in the spends on A+SC. AI and tools such as Advantage+ suite are accelerating growth and conversions for businesses of all sizes across India,” Datta said.

Reels for brand uplift

India tops the charts for weekly Reels creation and is also home to the largest community of Instagram creators in the world. This, according to Meta, presents an opportunity for brands and agencies as they can position themselves as all-around consultants for brands from being media or creative planners.

Narrating her experience of working with India Gate Basmati Rice to deploy a mixed-creators strategy with Reels as its key part, Wavemaker client lead Aakriti Sharma said that the brand saw a 4.5 points increase in top-of-mind awareness vs 0.9 APAC benchmark. Sharma informed that her agency also partnered with more than 20 regional creators and mega-celebrities for this project.

The event also saw agencies sharing their experience of using Moment Maker to deploy Reels-style assets across formats. Sadhvi Dhawan, vice president at Blink Digital said that her agency’s Milton Diwali campaign saw the brand reach grow to 3.1 crores by utilising multilingual video assets across formats. “The campaign resulted in Milton seeing a 110 lift in conversations, 84% increase in conversions, and 31% lower cost per reach,” Dhawan said.

Business Messaging for brand transformation

The WhatsApp Cloud API powers 70,000 businesses in India each month. The speakers at the Summit opined that Business Messaging can optimise leads via click-to-message ads and provide measurable outcomes by using Conversions API.

According to Iti Kaul, head of digital at OMD India, Business Messaging on Meta has proven beneficial in driving KPIs, including high-quality leads at efficient costs and has made its way into her agency's plans as a tried and tested solution to deliver business outcomes. "Given WhatsApp’s widespread adoption across India, including tier-2 and tier-3 markets, it is a seamless platform to explore. Click-to-WhatsApp and Messenger Ads bring captive customers from Facebook and Instagram to WhatsApp, to drive sales and other key business outcomes,” she said.

Meta’s business roadmap

At the summit, Meta also mentioned that it tailors its solutions to help agencies accelerate their growth. It shared an example of how it helped AdYogi, the developer of BigAtom.ai, a SAAS product performance management platform. BigAtom.ai helps e-commerce businesses improve their product performance and marketing efforts. With Meta’s partnership, BigAtom.ai enhances product feeds with videos and utilises product-level videos to drive higher ROAS for catalogue ads on Meta.

"BigAtom.ai helps brands identify the most profitable products and allocates budgets on Meta, resulting in increased sales and profitability. It also enhances catalogue performance on Meta by removing broken or low-performing products, resulting in 8%-10% ad budget savings,” said Anshuk Aggarwal, co-founder, AdYogi.