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Meta has poached one of Apple’s top artificial intelligence researchers, offering a pay package worth more than $200 million—a rare sum even in Silicon Valley’s competitive landscape. Ruoming Pang, who led Apple’s AI models team, is joining Meta’s “superintelligence” group, according to Bloomberg, a unit tasked with developing systems that can match or surpass human capabilities.


The move highlights the aggressive push by Meta to secure top-tier talent as it races rivals like OpenAI and Anthropic to build the next generation of artificial intelligence systems. Alongside Pang, Meta has recently brought on figures such as former GitHub chief executive Nat Friedman, AI investor and entrepreneur Daniel Gross, and Scale AI’s Alexandr Wang, who is now serving as Meta’s chief AI officer.


The bulk of the pay package offered to Pang is tied to Meta’s stock performance, structured as a mix of base salary, signing bonus, and long-term equity incentives that vest over several years, requiring employees to remain with the company while meeting performance targets to receive the full payout.


Apple, known for its disciplined approach to compensation, chose not to match the offer, reserving such outsized packages only for its chief executive, Tim Cook. The recruitment coup by Meta comes amid broader reports of the company offering large incentives to lure talent from competitors. Sam Altman, chief executive of OpenAI, recently said that Meta had dangled bonuses as high as $100 million to entice his employees.


The high-stakes talent war highlights the escalating cost of leadership in AI, with companies like Meta willing to pay extraordinary sums to secure researchers they believe will give them an edge in developing advanced systems that could transform the technology industry.


Read More: <a href="https://www.storyboard18.com/brand-marketing/meta-to-fully-automate-advertising-with-ai-by-end-of-2026-68422.htm">Meta to fully automate advertising with AI by end of 2026</a>

Meta’s $200 million bet on AI talent escalates Silicon Valley’s race for superintelligence

Meta Platforms is on the brink of incurring daily fines from European Union regulators, who are scrutinizing whether the tech giant's proposed changes to its "pay-or-consent" model adequately comply with a critical antitrust order. This warning from the European Commission, the EU's competition enforcer, signals a continued crackdown on Big Tech's market dominance, as per reports.

The Commission's latest move comes just two months after it slapped Meta with a €200 million ($234 million) fine for breaching the Digital Markets Act (DMA). The DMA is a landmark piece of legislation designed to curb the power of large digital companies and foster a level playing field for smaller rivals, a push that has drawn criticism from the U.S. for seemingly targeting its tech giants.

The Heart of the Dispute: Meta's "Pay-or-Consent" Model

At the core of the dispute is Meta's "pay-or-consent" model, introduced in November 2023 for Facebook and Instagram users. This model offers users a choice: either consent to be tracked for targeted advertising to receive a free, ad-supported service, or pay for an ad-free experience.


The EU executive had previously determined that this model, in its original form, violated the DMA up until November 2024, when Meta made adjustments to use less personal data for advertising. However, the Commission has been scrutinizing these tweaks and now indicates that the proposed changes are "limited."

A spokesperson for the Commission stated, "The Commission cannot confirm at this stage if these are sufficient to comply with the main parameters of compliance outlined in its non-compliance Decision." The spokesperson further warned that "continuous non-compliance could entail the application of periodic penalty payments running as of June 27, 2025."

Escalating Tensions and Accusations

Should Meta fail to comply, the daily fines could be substantial, reaching as much as 5% of the company's average daily worldwide turnover.

Meta, however, has pushed back vehemently, accusing the Commission of discrimination and "moving the goalposts" during recent discussions. A Meta spokesperson asserted, "A user choice between a subscription for no ads service or a free ad supported service remains a legitimate business model for every company in Europe - except Meta." They added, "We are confident that the range of choices we offer people in the EU doesn't just comply with what the EU's rules require - it goes well beyond them."


The EU watchdog swiftly dismissed Meta's accusations of discrimination, emphasizing that the DMA applies equally to all large digital companies operating within the EU, regardless of their incorporation location or controlling shareholders. "We have always enforced and will continue to enforce our laws fairly and without discrimination towards all companies operating in the EU, in full compliance with global rules," the Commission spokesperson affirmed, as per reports.

Read More:<a href="https://www.storyboard18.com/how-it-works/chai-stall-or-billboard-whatsapp-becomes-ground-zero-for-metas-growing-ad-ambitions-70676.htm" rel="noopener" target="_blank">Chai stall or billboard? WhatsApp becomes ground zero for Meta's growing ad ambitions</a>

Read More:<a href="https://www.storyboard18.com/advertising/ai-vs-agencies-mark-zuckerbergs-vision-of-ad-disruption-sparks-debate-in-india-65474.htm" rel="noopener" target="_blank">AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India</a>

Meta vs EU: Daily fines loom over ad consent clash

At this year’s Cannes Lions International Festival of Creativity, Meta introduced the next era of generative AI solutions for advertisers and agencies to improve ad campaign performances and drive business growth.

With the AI-powered, Advantage+ sales campaign, advertisers boost return on ad spend by an average of 22%, and backend AI innovations like Generative Ads Recommendation Model, GEM, are improving ad conversions by up to 5%,as per the company. Here are the new Advantage+ creative solutions:

 

Video Generation 2.0

Video Generation now has a new capability to allow advertisers to transform multiple images using generative AI models into a dynamic multi-scene video, with text overlays, and music. This feature, now in testing, will help advertisers diversify their creative by making it easier to create more performant and engaging video ads.

Another new feature Meta is testing is Video Highlights, which would allow people to more easily digest video ads by skipping to the ‘highlights’ of the video. Videos with this format will have a few short phrases or words (aka highlights) extracted by AI along with thumbnails of the key scenes that aim to reflect the value proposition of the brand or product being sold.

 
Branding + Personalization Tools

Now, advertisers and agencies can unlock cohesive branding and personalized creatives with new text and image generation brand capabilities. These updates allow brands to effortlessly incorporate brand logos, colors, fonts, tones, visual styles and advanced personalization features including text personas and translations into a unified creative voice.

By tapping into their existing brand assets – from their website content to previous ads to product information from ecommerce platforms - brands can ensure consistency across all touchpoints while amplifying their creative impact, as per Meta.


 

Meta is also testing customized stickers for an ad’s call-to-action button. Creative Sticker call-to-action (CTA) now allows brands to create customized stickers - including products, slogans, graphics with call-to-action - like ‘shop’, ‘learn more’, resulting in more engaging experiences for users. Testing is starting on Facebook Stories and Reels with a small group of advertisers, and will expand testing to Instagram Stories later this year.

 

Meta is also expanding the test for virtual try-on, a feature that uses generative AI to showcase clothing on virtual models of different shapes and sizes, providing customers a sense of how an item might look and feel.
 

Indian brands, both small and large, are seeing tangible impact by integrating existing GenAI-powered creative solutions into their campaigns – from reducing costs to boosting conversions, as per Meta.

 

 

“We are committed to staying ahead of the curve when it comes to testing new marketing approaches. That's why we were eager to test GenAI-powered catalog ads. The results were great and we are confident this technology will continue to drive efficiency for our business.” Anand Bhaskaran, Head of Digital Marketing and Marketing Communications, Big Basket

 

Big Basket leveraged a three-cell test for catalog ads, measuring Background Generation, Image Expansion versus BAU cells. They saw a 2.7% better click-through-rate (CTR) than BAU cell and 3.4% lower cost per install (CPI) than BAU cell.

 

Read More:<a href="https://www.storyboard18.com/advertising/ai-vs-agencies-mark-zuckerbergs-vision-of-ad-disruption-sparks-debate-in-india-65474.htm" rel="noopener" target="_blank">AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India</a>

Meta launches next era of Gen AI features for advertisers and agencies

Despite claiming deep penetration among India’s Gen Z, Snapchat continues to lag behind in attracting serious brand and advertiser interest in the country. While platforms like Instagram, YouTube, and even homegrown players like Moj and ShareChat secure consistent ad spends, Snapchat struggles to break into the media plans of top marketers. Insiders point to a lack of localized strategy, limited creator ecosystems, inconsistent brand safety controls, and underwhelming ad performance metrics as key reasons. As India's digital ad market becomes fiercely ROI-driven, Snapchat's flashy AR filters and youth appeal alone may no longer be enough to win over advertisers chasing scale and substance.

The "safe space" dilemma

“What we’ve learned is that Snapchat functions as a safe space for Gen Z,” says Shreya Sachdev, Director–Marketing, PUMA India. “It’s built around authentic, peer-to-peer engagement—less about celebrities or brands, more about close circles and disappearing content.” That unique positioning, she says, makes it tricky for advertisers. “Brands have to be cautious when entering. You don’t want to disrupt that trust or push ads that feel intrusive.”

This sensitivity to brand tone might explain why Snapchat hasn’t seen the same level of commercial content as other platforms. “That’s likely why you don’t see many branded accounts or even celebrity content there.” PUMA has tested the waters—but sparingly. “We have experimented with Snapchat and continue to do so, but it’s very selective,” she says. “The tone, talent, and messaging need to feel Gen Z.”

Compared to other platforms, that’s a very different ask. “It’s unlike Meta platforms, where ads are expected and even welcomed as part of the scroll,” she notes. “On Snapchat, if you get it wrong, it’s counterproductive.”

Snapchat's muted marketing

Several marketers believe the platform has fallen behind its rivals in offering the scale, clarity, and performance insights brands demand today.

"Snapchat holds significant appeal amongst Gen Z for the constant social engagement opportunities it presents. However, Snapchat offers limited avenues for monetization of content, leading to a weak creator ecosystem. This does not align with the interests of consumer brands like ours which prioritize reach and measurable engagement," said Irina Bonich, Marketing Director at Oriflame. She added that Snapchat's private sharing approach and less intuitive interface "can restrict organic amplification" — a concern for brands seeking virality and reach.

That perception of underutilized potential is echoed by Saurabh Parmar, Fractional CGO, who highlights a disconnect between Snapchat’s capabilities and how it communicates with advertisers.

"Snapchat's ad story in India is quite unfortunate. India is its largest market at 200 million, Snapchat has the features, the money but fails to get the media budget in India. And that's primarily because Snapchat has failed to market itself effectively to advertisers, marketers in India. For example, sponsored snaps. I've only heard of very few brands are trying it out, and first, very few marketers are even aware of it. Or, collection ads would be great for some D2C brands, e-commerce brands who target Gen Z, but hardly anyone is using it because of lack of awareness."

Why Snapchat can't compete with Giants

From a media planning lens, Snapchat also falls short of delivering the kind of scale that large brands require.

"Snapchat’s limited user base in India compared to Meta or YouTube restricts scale-driven campaigns. Additionally, its younger, metro-centric audience often misaligns with broader brand objectives focused on mass reach and tier 2/3 markets," said Prabhakar Tiwari, Partner, FRN Advisory. He adds, "Snapchat excels in engagement (high ARPU in mature markets) but lags in India due to weaker conversion tracking and third-party integrations. Meta and YouTube dominate with advanced attribution (click-through, offline conversions) and broader audience targeting."

And while Snapchat has robust internal analytics, Gopa Menon, Chief Growth Officer for APAC at Successive Digital points out that external integration is still a pain point. "Some marketers might find integrating its data with their broader multi-platform attribution models more complex compared to more established platforms like Meta or Google, which have deeper integrations across the digital ecosystem," he explains.

He also points out that although the 200 million users in India is a significant number, it pales in comparison to the perception of scale offered by Instagram and YouTube. "Marketers still prioritize sheer reach for many campaigns. Moj and ShareChat, while more regional, have also carved out significant vernacular user bases, especially in Tier 2/3 cities, which can be attractive for certain brands."


Regional players rise

That competition from regional players is real and rising. Gaurav Jain, Chief Business Officer, ShareChat & Moj, underscored how a regional-first strategy has paid off in clear performance terms. “Advertisements in mainstream languages garner half the number of click-through rates compared to regional languages, leading to tangible business impact,” he said.

Jain added that industries with high consumer engagement and visual appeal—such as FMCG, beauty and personal care, and electronics—continue to dominate in this space. “Owing to their influence towards shaping purchase decisions, 47% of campaigns are focused on regional creators.”

And it’s not just a vanity metric. “These creators, alongside hyper-targeted campaigns on our platforms, have driven 68% of festive purchases, where short-form video (SFV) is continuing to remain a dominant force,” Jain pointed out.

He emphasized the cultural resonance of content delivered in native languages: “86% of our users say content in their native language is more engaging.”

Anirudh Sridharan, Co-founder of HashFame, said the platform rarely features in serious campaign planning. "At HashFame, we’ve seen thousands of campaign briefs flow through our marketplace, and less than 2% of those in the past year mentioned Snapchat as a preferred or even optional platform."

He added that the app is perceived less as a marketing platform and more like a utility. “In India, Snapchat isn’t being viewed as a marketing platform. It’s being used like a utility, a camera app with cool filters and disappearing messages. Gen Z may engage deeply with it, but they do so in private.”

That’s a problem for marketers who are obsessed with visibility. “Brands want shareable, trackable content. And Snapchat’s closed-loop environment just doesn’t give them the canvas or clarity they get from Instagram Reels or YouTube Shorts.”

According to Sridharan, this confusion also extends to agencies. “When we speak to brands and agencies, the usual refrain isn’t ‘Why not Snapchat?,’ it’s ‘We don’t know what we’d even do there.’”


Creator exodus

Creators feel the same way. “While they love the features, they don’t see Snapchat as a place to grow their personal brand. There’s no discovery loop. No content shelf life. And almost no direct monetization ecosystem that’s relevant in the Indian context.”

From the performance side, Sahil Chopra, CEO of iCubesWire, believes Snapchat still hasn’t demonstrated strong enough returns. “Compared to Instagram or YouTube, Snapchat is yet to have the same pull with marketers. Those platforms have better targeting and reach at their disposal.”

Even new platforms are outpacing Snap. “Local apps like Moj have found their ground by resonating more with the Indian audience and regional trends.”
He added, “Snapchat’s ad tools aren’t as advanced as Meta’s or Google’s. Brands might struggle with scale, especially outside metros.”

And even when brands are clear about their Gen Z goals, the format may not work. “The content format is also pretty niche, so unless a brand is super clear about whom they are targeting, Snapchat will feel more like a risk than a safe bet.”

That skepticism is echoed by creators as well. Pranav Panpalia, Founder of OpraahFX, noted that Snapchat’s popularity hasn’t translated into viable revenue streams for most creators. “Snapchat definitely is popular among Gen Z, but it's not yet a widely established revenue stream for creators. One of the main challenges is the lack of monetization clarity and content longevity.”

He continued, “It is also harder for creators to grow a personal brand or community and the discoverability is still limited. Unless a creator is already established, it's tough to break through on Snapchat alone.”

Even if creators post on the platform, it’s rarely a core part of their strategy. “Creators prefer to put efforts and energy where there are higher visibility, engagement and commercial opportunities— which means it's either Instagram or YouTube.”

Snapchat, he explained, is still trying to catch up. “It’s still working on monetizing this engagement effectively. Most creators see Snapchat more as a personal or community-engagement tool rather than a scalable platform for growth.”

As Snapchat attempts to carve out a niche in India’s cutthroat digital ad ecosystem, the verdict is clear: cool features and Gen Z cachet are not enough. Without scale, stronger attribution, clearer monetization, and a more vocal brand narrative, India’s advertisers may continue to treat the platform more like a novelty than a necessity.

Neha Jolly Sawhney, Head of Ad Revenue for India at Snap Inc., shared key insights into Snapchat’s rapid growth and evolving creator ecosystem in India. With over 200 million monthly active users in the country, the platform sees robust engagement—nearly 80% of users interact with AR Lenses daily, totaling over 50 billion Lens plays monthly, especially during festivals when more than 85% of users participate.

Sawhney emphasized the rise of regional creators who are redefining digital storytelling by embracing their native languages, cultures, and everyday lives—making their content deeply relatable. According to her, authenticity is at the heart of monetization on Snapchat. Creators who build genuine connections with their audience often see revenue naturally follow. The Unified Monetization Program, which includes Stories Revenue Share and Spotlight payouts, is designed to support creators at every stage.

She also noted encouraging trends in brand collaborations through Paid Partnerships and the early adoption of affiliate marketing, enabling creators to earn by driving actual product conversions. Programs like Creator Connect provide creators not just with monetization tools, but also training, guidance, and access to resources. Supporting regional voices, Sawhney concluded, is not just a strategy but a core part of Snapchat’s commitment to celebrating India’s diversity and creativity.

Read More:<a href="https://www.storyboard18.com/how-it-works/instagrams-adam-mosseri-on-india-setting-global-benchmarks-in-social-media-habits-64230.htm" rel="noopener" target="_blank">Instagram's Adam Mosseri on India setting global benchmarks in social media habits</a>


Read More:<a href="https://www.storyboard18.com/brand-makers/reddits-durgesh-kaushik-on-bringing-sachin-tendulkar-onboard-and-building-indias-digital-cricketverse-70811.htm" rel="noopener" target="_blank">Reddit’s Durgesh Kaushik on bringing Sachin Tendulkar onboard and building India’s digital cricketverse</a>

Is Snapchat's bid to attract Indian advertisers working?

Meta’s decision to introduce ads to WhatsApp specifically within its Updates tab — marks a notable shift in how the messaging platform may be monetized. Known for its ad-free, personal environment, WhatsApp is now being positioned as part of Meta’s broader advertising ecosystem. Whether this move enhances brand connection or disrupts user experience is a question being actively debated.

For marketers like Prabhakar Tiwari, Partner, FRN Advisory, the potential is significant. “WhatsApp ads are likely to attract incremental ad spend rather than solely cannibalizing budgets from Meta’s existing platforms (Instagram, Facebook) or YouTube,” he says. Tiwari highlights the app’s high open rates and popularity in markets like India and Brazil. With new formats like click-to-WhatsApp and Status ads, brands gain access to distinct engagement points that go beyond Instagram’s visual storytelling or YouTube’s long-form video.

That said, Meta’s limited targeting capabilities for WhatsApp—based on broader data like geography and followed channels have raised concerns about performance. “Meta's restricted targeting options... align strongly with the platform's user experience priorities,” Tiwari explains. While this may reduce short-term ad precision that marketers are accustomed to on Facebook and Instagram (e.g., highly specific interest-based targeting), he sees it pushing brands toward more creative, relevant storytelling that works within WhatsApp’s conversational space.

The ROI question

Others echo the same sentiment with caution. “WhatsApp Status ads will lean more toward brand building,” says Prashant Puri, CEO and Co-founder, AdLift. “Until [tracking and targeting] capabilities evolve, performance marketers will need to supplement WhatsApp with more data-rich platforms.” Without robust attribution or targeting tools, the platform currently functions more as an add-on than a core performance driver. The current limitations on targeting, measurement, and attribution make it tough to hold WhatsApp ads to the same ROI benchmarks as channels like Meta or Google."

To unlock stronger ROI, Puri recommends layering in UTM tagging, multi-touch attribution models, and tighter integration with Meta’s broader tools like the Conversions API. For now, WhatsApp plays a role in the lower funnel—but isn’t quite built to anchor it.

As Amit Relan, Co-Founder and CEO, mFilterIt notes, “Platform-reported metrics may offer directional insights, but advertisers should be mindful that these won’t provide the full picture.” He suggests that brands guide users to external landing pages for deeper behavioral analytics and campaign clarity especially in an environment where third-party validation is inherently limited.

In India, however, where WhatsApp penetration is deep, some believe the potential is long-term. “Over the mid to long term, [Status ads] hold the potential to become a scaled, serious component of both brand and performance media mixes,” says Gopa Menon, Chief Growth Officer for APAC at Successive Digital. But, he adds, success hinges on how well these ads integrate into the platform’s trust-based, personal environment.

Meta's ad empire

It’s not just integration that’s evolving — it’s the infrastructure. Akshay Mathur, CEO of Unpromptd, points to Meta’s larger ambition: “AI won’t just have a larger role; it’ll be central... A company would just define its objective, and the AI would produce the ad creative, discover the audience, and drive the results, all within the closed system of Meta.” For WhatsApp, that means AI could generate and test thousands of native-feeling ad variations in real time, optimizing effectiveness without compromising user experience. It’s a vision where AI replaces traditional media planning and content creation entirely.

Read More:<a href="https://www.storyboard18.com/how-it-works/whatsapp-co-founder-no-ads-or-social-features-ever-intended-strengthening-metas-defense-66869.htm" rel="noopener" target="_blank">WhatsApp Co-Founder: No ads or social features ever intended, strengthening Meta's defense</a>

Still, this future contrasts sharply with WhatsApp’s foundational values. Brian Acton, co-founder of WhatsApp, recently testified in a US federal court that the platform “never aimed to build Facebook-like functionality like a feed or any Facebook-like features.” Acton presented a handwritten note from WhatsApp’s early days: “No Ads! No Games! No Gimmicks!” He also suggested the app could have remained sustainable as a subscription service and voiced criticism over WhatsApp Business’s potential impact on user privacy after his departure.

WhatsApp Status as the chai stall of digital India

Creative tone, therefore, matters more than ever. “Most likely, WhatsApp Status is going to be a place where people stalk their cousins, not discover the next big skincare brand,” says Harikrishnan Pillai,CEO and Co-Founder, TheSmallBigIdea. His advice is to blend in like family gossip — lo-fi visuals, voice notes, and captions that feel more like a “just sharing” moment than a hard sell.

Sowmya Iyer, Founder & CEO, DViO Digital agrees: “Avoid being overly promotional or intrusive.” She sees value for e-commerce, FMCG, and entertainment brands, but emphasizes the need for subtlety in a space that is inherently personal.

“Think of WhatsApp Status as the chai stall of digital India,” adds Sindhu Biswal, CEO & Co-founder, Buzzlab. “It’s intimate, local, and unfiltered.” For performance-led brands, this might not feel like a conversion-first channel—but it’s a strong candidate for mid-funnel activity. Most clients, he says, are “curious but cautious,” waiting to see case studies before going all in.

Some like Pranoy Kanojia, Vice President Strategy, Enormous, question whether the move goes too far. “It’s one of the last intimate spaces… where further marketing and advertising intervention is too intrusive.”

So, is WhatsApp advertising a breakthrough or a boundary crossed?

In its current form, it’s not a full replacement for high-scale platforms like Instagram or YouTube. But it may prove valuable as a deeply personal, high-engagement layer in omnichannel strategies especially if Meta can balance AI-driven scale with WhatsApp’s original ethos of privacy and simplicity.

Handled right, it’s an opportunity. Handled wrong, it’s just another message people learn to skip.

Read More:<a href="https://www.storyboard18.com/advertising/whatsapp-to-introduce-advertising-in-major-business-shift-70499.htm" rel="noopener" target="_blank">WhatsApp to introduce advertising in major business shift</a>

TL;DR – WhatsApp Ads: Breakthrough or Boundary Crossed?

Meta is rolling out ads on WhatsApp’s “Status” feature in the Updates tab, signaling a bold shift for the traditionally ad-free platform. Marketers see potential in its unmatched reach and engagement, especially in markets like India and Brazil. But limited targeting and tracking make WhatsApp more suited to brand building than performance marketing — for now.

Experts say success depends on blending into the platform’s personal tone: think voice notes and lo-fi visuals, not slick, salesy content. Meanwhile, Meta is betting big on AI to power ad creation and targeting, raising both hope and concern. Critics worry this compromises WhatsApp’s original promise of privacy and intimacy. Handled right, WhatsApp ads could be the next big brand layer. Mishandled, they'll just be more noise in your Status scroll.

Read More:<a href="https://www.storyboard18.com/advertising/ai-vs-agencies-mark-zuckerbergs-vision-of-ad-disruption-sparks-debate-in-india-65474.htm" rel="noopener" target="_blank">AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India</a>

Chai stall or billboard? WhatsApp becomes ground zero for Meta's growing ad ambitions

Meta has launched Meta Gaming Accelerator, an incubator to back small and medium gaming developers across India. The announcement came at the Meta Marketing Summit – Gaming Edition attended by brands, venture capital funds, and gaming studios and developers. 

 
“India’s gaming community is a hotbed of creativity and innovation, but to unlock its full potential, we need to bridge the gap between talent and opportunity. That’s why we’re launching the Meta Gaming Accelerator – to provide Indian gaming developers with access to cutting-edge ad tools, expert mentorship, and critical guidance that they need to scale their businesses and take on the world. By combining expert sessions from Meta with structured guidance from the country’s top Venture Capital firms, we hope to not just empower local success stories but also create a launchpad for Indian gaming companies to scale globally.” – Arun Srinivas, Managing Director and Head, Meta (India).

Read More:<a href="https://www.storyboard18.com/brand-makers/meta-appoints-arun-srinivas-as-india-head-and-managing-director-70392.htm" rel="noopener" target="_blank">Meta names Arun Srinivas as the Managing Director and Head for India</a>

 
The Accelerator is being launched in partnership with four Venture Capital Funds Bitkraft Ventures, Kalaari Capital, Lumikai Fund, and Elevation Capital. In its launch phase, the program is designed to support 20–30 emerging Indian developers and studios through a structured curriculum. The program will offer guidance across monetization, user acquisition, cross-border scaling, and AI-led game development, with a special focus on how developers can integrate Meta’s AI tools, including Llama, into their game creation and optimization processes.

 
“At BITKRAFT Ventures, we have a front-row seat to the explosive global growth of the gaming industry over the years, with a portfolio that spans over 140 companies across six continents. Yet, for emerging gaming markets like India, there is a big opportunity and need for the ecosystem to come together and help small and medium gaming companies. That’s why we’re excited to partner with Meta on the Gaming Accelerator—a good initiative aimed at enabling the ecosystem, unlocking new opportunities, and helping accelerate the growth of India’s gaming sector.” – Anuj Tandon, Partner, BITKRAFT Ventures

 
“India’s gaming industry is poised for the next chapter of its explosive growth, but it needs more interventions to reach its full potential. We’ve seen time and again that young companies with access to timely guidance, strategic resources, and a supportive ecosystem are better equipped to overcome growth hurdles and achieve success. That’s why initiatives like Meta’s Gaming Accelerator are crucial – this program directly addresses the scaling challenges faced by indie studios and offers unparalleled access to Meta’s experts, paving a clear path for sustained growth in this dynamic market.” – Vamshi Reddy, Partner, Kalaari Capital

 

“For our fund, it’s a strategic partnership that ensures our portfolio companies, particularly those at the early and growth stages, receive the precise handholding required to master efficient user acquisition and retention strategies.” – Salone Sehgal, Founder and Managing Partner, Lumikai Fund

 
As part of the curriculum, developers will engage in:

Sessions on ad monetization and platform integration using Meta Ads and Audience Network

Deep dives into player acquisition strategies and campaign optimization

Workshops on Llama & AI-powered tools for storytelling, personalization, and game design

Business and funding mentorship, led by participating VC Funds and industry experts

Tailored guidance for cross-border scale and international market entry

The program will conclude in a high-stakes Demo Day, where participating developers will demonstrate how they’ve leveraged Meta’s ecosystem to solve real-world growth challenges. The event will be attended by investors, Meta leadership, and industry stakeholders, with top-performing studios receiving platform-level amplification and potential funding for driving acquisitions leveraging Meta solution.

Read More:<a href="https://www.storyboard18.com/brand-marketing/meta-to-fully-automate-advertising-with-ai-by-end-of-2026-68422.htm" rel="noopener" target="_blank">Meta to fully automate advertising with AI by end of 2026</a>

Meta backs emerging gaming developers in India with new Accelerator and VC-led mentorship

Shivnath Thukral, Vice President of Public Policy at Meta India, has announced his departure from the company after a notable tenure of more than seven years. Thukral described the decision as difficult but timely, expressing confidence in the strength of the policy team he leaves behind.

“It is not an easy decision to make,” Thukral said, “but I feel very confident that our policy engagement with stakeholders is at a credible and constructive juncture… I do feel it is a good time to let the engine and the team work on their own.”

During his time at Meta, Thukral played a central role in shaping the company’s public policy narrative in India, a critical market for the tech giant. He was instrumental in building internal systems, engaging with stakeholders across government and industry and steering the company through a complex regulatory environment.

Thukral expressed gratitude to both his team and a host of prominent Meta leaders, including Joel Kaplan, Ajit Mohan, Sandeep Bhushan, Rishi Raj Gupta and Ankhi Das, among others. He also acknowledged the contributions of team members Natasha Jog, Sunil Abraham, and Rishabh Dara.

Thukral said he plans to take a short break to focus on health, running, and family. He hinted at a return soon, teasing that his next chapter may involve “taking India to the world.” Thukral’s departure comes at a time when Big Tech continues to face regulatory scrutiny in India, with data governance, digital competition and content moderation remaining top priorities for policymakers. 

<a href="https://www.storyboard18.com/brand-makers/googles-public-policy-shake-up-are-big-techs-struggling-to-retain-policy-heads-in-india-56879.htm">Read more: Google’s Public Policy Shake-up: Are big techs struggling to retain policy heads in India?</a>

Shivnath Thukral steps down as VP of Public Policy at Meta

Meta has updated its advertising policy for online gambling and gaming businesses, including those operating in India. Under the new guidelines announced Thursday, real money gaming (RMG) advertisers must now obtain Meta's written permission to run ads, and such ads cannot be targeted to individuals under the age of 18.

According to the policy, Meta defines online gambling and gaming as any product or service where anything of monetary value is included as part of a method of entry and prize. Ads that promote online gambling and gaming are only allowed with our prior written permission. Authorised advertisers must follow all applicable laws and include targeting criteria consistent with Meta's targeting requirements.

As per the Meta guidelines advertisers which require written permissions include, all forms of online gambling. Some common types of gambling include betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments and sweepstakes.

"Games where anything of monetary value is included as part of a method of entry and anything of monetary value is included as part of the prize, including but not limited to cash or digital currencies such as Bitcoin. This includes games that require purchases to continue gameplay or provide an advantage in winning prizes in cases where the prize is of monetary value."

Guidelines for written permissions further state, that Ads with destination (landing) pages that contain promotions for online gambling or games, even if there is no opportunity to gamble or game directly on that page, such as aggregator or affiliate sites."

"Ads that promote online gambling and gaming are only allowed with our prior written permission," Meta stated in the updated guidelines. "Authorized advertisers must comply with all applicable laws and use targeting criteria in line with Meta’s standards."

To receive permission, advertisers must submit a formal request to Meta, providing documentation that the gambling activity is licensed or legally permissible in the regions they aim to target. Meta also requires that ads with destination pages promoting gambling content—whether or not direct play is offered—must follow the same rules.

In a significant development for Indian gaming companies, the All India Gaming Federation (AIGF) announced that Meta will now accept AIGF-issued certificates as valid proof for legal and skill-based classification of games.

“After nearly two years of sustained efforts and continuous engagement with Meta, we are pleased to inform you of a significant policy update,” AIGF stated in a memo to its members. “Meta has announced a change in its Real Money Gaming (RMG) authorization process for advertisers targeting India.”

Going forward, advertisers can submit either a court order confirming the game as one of skill or a certificate from AIGF or other recognized federations to gain advertising approval.

“This marks a major step forward in streamlining the ad approval process for RMG operators in India,” the federation added, noting that a more detailed operational process will be released in the coming weeks.

The move is expected to bring greater transparency and compliance ease to India’s rapidly growing online gaming industry while ensuring responsible ad targeting practices on Meta’s platforms.

EXCLUSIVE: Meta allows RMG advertising in India with legal compliance certificates

Meta is strengthening its commitment to the Indian media agency ecosystem by leveraging emerging technologies and platforms such as Artificial Intelligence (AI), Reels, and Business Messaging to help agencies unlock new avenues for growth and future-proof their strategies.

At the recent Meta Marketing Summit – Agency Edition, held in Mumbai and Gurgaon, more than 350 senior agency professionals gathered to explore the evolving digital landscape and its implications for the future of agency-client relationships. The event emphasized Meta’s mission to empower agencies to become next-generation consultancies, capable of navigating and leading the next wave of digital disruption.

The adoption of AI and Generative AI tools is accelerating across agencies in India. These tools are streamlining creative development, enabling smarter audience targeting, and speeding up A/B testing—turning agencies into agile growth engines for the brands they represent.

“The agency ecosystem, which lies at the heart of India’s digital, brand, and advertising growth, is on the verge of a massive transformation. The evolving digital landscape—fueled by the rise of AI, short-form video formats like Reels, and Business Messaging—means that agencies of all sizes must adopt new skills to grow,” said Gaurav Jeet Singh, Director, Agency and VC Partnerships at Meta India.

He added, “Automation empowers agencies to scale more rapidly; the surge in short-form, engaging formats is reshaping the creative landscape; and messaging has revolutionized how people and brands interact. We’re working with agencies of all sizes to help them transform meaningfully and become future-ready to capture new business opportunities.”

According to Meta, one such success story is Sokrati India, which leveraged Meta’s Advantage+ Shopping Campaigns (A+SC) to drive performance across multiple accounts. Thanks to AI-powered automation and optimization, agencies are now better equipped to deliver measurable results in an increasingly competitive market.

India has emerged as the global leader in Reels creation, producing the highest volume of short-form video content each week. With the world’s largest community of Instagram creators, the market presents a unique opportunity for agencies to merge creativity with commerce.

“Reels is now a widely adopted product and a key component of the marketing strategies for nearly every brand we work with. We partnered with India Gate Basmati Rice to execute a mixed-creators strategy, working with 20+ regional creators and major celebrities to highlight its new packaging and reach a broader audience through Partnership Ads. The brand saw a 4.5-point increase in top-of-mind awareness versus the 0.9 APAC benchmark,” said Aakriti Sharma, Client Lead at Wavemaker.

This creator-driven ecosystem is prompting agencies to evolve from siloed media or creative roles into holistic brand consultants—capable of ideating, executing, and optimizing full-funnel strategies.

Messaging is quickly becoming a cornerstone of digital transformation in India. From generating leads with “Click to Message” ads to using the Conversions API for performance tracking, agencies are embracing business messaging to boost customer engagement and ROI.

“Performance media is now central to how businesses operate, with outputs increasingly tied to business outcomes. In today’s competitive environment, it’s essential for lower-funnel KPI campaigns to test, adopt, and scale emerging technologies and formats to maximize ROI,” said Iti Kaul, Head of Digital at OMD India.

Kaul continued, “Business Messaging on Meta has proven effective in delivering KPIs, such as high-quality leads at efficient costs, and has become a reliable part of our strategy for driving business results. Given WhatsApp’s widespread use across India, including in Tier-2 and Tier-3 markets, it offers a seamless platform to explore. Click-to-WhatsApp and Messenger Ads help bring engaged users from Facebook and Instagram onto WhatsApp, driving sales and other key business outcomes.”

Meta’s WhatsApp Cloud API now powers over 70,000 Indian businesses monthly—a number that continues to rise as more brands adopt conversational commerce. In response to this trend, Meta is co-developing custom solutions for agencies. A notable example is its collaboration with AdYogi to build a product performance management platform aimed at accelerating e-commerce growth through profitable catalog ads.

<a href="https://www.storyboard18.com/brand-marketing/meta-introduces-ai-powered-marketing-tools-to-help-brands-partner-with-creators-60395.htm">Read More: Meta introduces AI-powered marketing tools to help brands partner with creators</a>

<a href="https://www.storyboard18.com/brand-marketing/meta-tests-ai-generated-comment-suggestions-on-instagram-60258.htm">Read More: Meta tests AI-generated comment suggestions on Instagram</a>

Meta’s big India play: Boosting media agencies with AI, Reels, and Messaging

The Union Minister of Information and Broadcasting, speaking at an event organized by the Press Council of India, expressed concerns about fake news, algorithmic bias, artificial intelligence, and the need for fair compensation from Big Tech companies. Ashwini Vaishnaw also suggested reconsidering the ‘Safe Harbor’ provision, which shields social media intermediaries.

The recent speech by Vaishnaw has been hailed by the Digital News Publishers Association (DNPA). For last few years, digital platforms of legacy news publishers have been trying to convey to the policy makers the existential threats posed by monopolistic practices of Big Tech, particularly Google and Meta. 

They have been advocating about an urgent need for regulations to safeguard the interests of the digital news industry, which is crucial for the democratic fabric of the nation. According to DNPA, Big Tech companies have long enjoyed a dominant position in the digital media landscape, deriving substantial revenues from the content created by news publishers without adequately compensating them. 

The stakeholders have time and again reiterated that the Indian digital news platforms, which invests considerably in newsrooms and journalistic integrity, find themselves in a precarious position. The prevailing “take it or leave it” attitude dictated by these monopolistic giants leaves little room for negotiation or revenue-sharing based on transparency. With such limited leverage, many digital news outlets have no choice but to acquiesce to unfavourable terms set forth by these tech behemoths.
 
In recent years, there has been a global fightback against the antitrust practices of Big Tech, with actions taken across various countries, including Australia, Europe, the UK, Canada, and the USA. Investigations into these anti trust practices have intensified, prompting many governments to contemplate strict regulations and frameworks to ensure fair competition and accountability. Within India, the Competition Commission of India (CCI) has initiated investigations to examine these practices, although a comprehensive report is yet to be published. 

During the last 18 months , the dialogue surrounding the regulation of digital media has intensified only. Previous communications from the last Information Technology Minister indicated a need for oversight on Big Tech  within the digital media sphere. Minister Vaishnaw’s recent acknowledgment of the ramifications of allowing Big Tech to operate without accountability signals a significant resolve and openness  in acknowledging  of the threats faced by the digital news media and credible news . It lays a foundation for potential regulatory reforms to address the imbalance that has persisted for far too long. 

Legacy digital news publishers have consistently raised alarms about the proliferation of fake and unverified news, which often gains undue prominence on the search engines controlled by these tech giants. These platforms' complicated algorithms have enabled sensationalist and misleading narratives to overshadow credible journalism, posing a serious threat to both the nation’s social fabric and its democracy. The fact that unverified information can garner more visibility than factual reporting is reaching alarming proportions. 

According to DNPA, the emergence of AI-powered tools like ChatGPT and Gemini have introduced an entirely new dimension to the media landscape. These interactive platforms serve as surrogate news sources, disseminating information often rooted in Western perceptions of Indian reality. Such representations may not reflect the true essence of Indian narratives, but rather filter content through a lens that can distort or misrepresent critical socio-political contexts.

The proliferation of AI-generated content raises questions about the implications of foreign narratives on domestic discourse, and subverts the rationale of FDI regulations in news media sector that are designed to protect Indian media interests. This is a dangerous development that could further erode the information ecosystem, undermining local narratives and interests.  

Digital news media platforms are now looking towards the government to take decisive action – to craft regulations and enforceable guidelines that ensure fair revenue sharing with news publishers while simultaneously shielding them from the disruptive challenges posed by AI driven platforms. 

The current moment presents a critical opportunity for the Indian government to align policy with the evolving digital landscape. It is imperative to ensure that legacy news publishers are not only compensated fairly for their contributions but are also equipped with the tools to confront and adapt to new technological challenges.  

Moreover, establishing regulations to govern AI technologies used in news dissemination could create a balanced ecosystem where both innovation and journalistic integrity coexist. By prioritizing transparency, accountability, and support for local digital news media, the government can play a transformative role in securing the future of digital news in India. 

"Minister Vaishnav’s recent remarks signal a pivotal moment in recognizing the existential threats posed by Big Tech to digital news media in India. As the dialogue progresses, it is vital for the government to act promptly and decisively to implement measures that protect the interests of Indian news publishers," said Sujata Gupta, Secretary General, DNPA. 

"Such initiatives will not only ensure the sustainability of credible journalism but also fortify the very bedrock of democracy by fostering an informed and engaged populace. The call for regulatory frameworks and fair revenue-sharing arrangements is not just an appeal for survival; it is a clarion call to uphold the principles of equity, transparency, and fundamental fairness in the evolving media landscape," said Gupta. 


META