Meta bets on AI and Reels to power festive sales in India

As India heads into its high-stakes festive shopping season, Meta has rolled out a fresh suite of AI-driven advertising tools designed to help brands drive conversions, boost engagement, and tap into both online and offline sales.

The updates place a strong emphasis on Reels and creator collaborations, reflecting the growing role of short-form video in product discovery. Meta has enhanced its Creator Marketplace with new language and region filters, making it easier for brands to partner with influencers who resonate with local audiences. Advertisers can now combine Advantage+ catalogue ads with partnership ads, add “intro cards” to carousels, and leverage “Show Products” optimization, an AI feature that automatically upgrades single-media ads into catalogue ads if it promises stronger performance.

Video-led discovery also gets a boost. On Facebook Reels, users swiping up on ads will now see more brand details, while Instagram Reels gains catalogue-style video carousels. Early tests show a 7% lift in conversions through these additions.

To counter creative fatigue, Meta is introducing tools such as Creative Insights and Related Media, offering advertisers actionable suggestions, performance breakdowns, and ways to repurpose assets for new audiences. Its Flexible Media feature, which reallocates ad spend to the best placements, has already delivered a 23% increase in conversions during trials.

Meta is also pushing its omnichannel strategy by linking online campaigns with offline footfall through maps, store discounts, and AI-driven optimisation. Internal data suggests omnichannel ads reduce cost-per-purchase by 15%. Additionally, email sign-up offers are being tested, showing a 4.6x rise in lead generation.

With these upgrades, Meta is positioning itself as the go-to partner for Indian marketers seeking sharper performance during the country’s most lucrative retail window.