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Instagram in India. How Indian Brands Can Use Instagram

Posted in Resources/Guides

Cross post from FIR Podcast Network

Welcome to the 25th episode of Digital India Podcast on FIR Podcast Network. This show is ‘Weekly Updates’ brought to you by staff and students of Web Marketing Academy.

Digital Marketing Update: Google Search Quality Evaluators Guide (Download PDF Here)

Instagram in India:

– its monthly actives in India have more than doubled over the past year (as of September 2015)

Listen to the #podcast here:

Nielson study on “Indians on Instagram”:

–  over 90% of local Instagrammers are less than 30 years old

– mobile-first users with high spending power

– 18 – 24 age group is the most active on Instagram with more than 80% using their phone to take pictures to post on social media

– 50% of Indian Instagrammers have frequently purchased products and services from the brands they follow

– They also follow brands to keep in touch with the latest products, learn about deals and shop for products online

– Their key interests include music, travel, food, photography, technology, fashion and sports

– What do they do on Instagram – express themselves artistically, follow celebrity brands, discover information, and share food and travel options

Brands telling their stories on Instagram:

Vista Rooms, a branded hotel chain – But, here’s an Indian startup that has actually built its own app within Instagram. @vistarooms_app on I. ( – used I’s tagging feature in a unique way. 355 followers

Chumbak’s – chain of stores selling wall art, phone cases, storage tins, travel accessories and is adding new products designed completely in-house. – #MakeHappy Chumbak began posting on Instagram in early 2014. There was no stated objective back then, only sharing Chumbak products. All this changed in the last six months. The brand now focuses on its Instagram page, just like its other social media pages, to tie into the Chumbak ‘#MakeHappy’ philosophy – which is “what we represent as a brand in creating happy experiences across all our channels and just bringing smiles from all the madness we are up to.” ( 45400 followers

Kingfisher – The ‘King of Good Times’ uses Instagram to tell ‘Good Times’ stories of real world events & experiences with the product playing an integral part of the story. 6053

Zee Khana Khazana (Living Foodz) – use of the grid to create India’s first ever #InstaCookBook – a unique compilation of multiple summer recipes and tips on its Instagram page. 3364

Paper Boat – the maker of traditional Indian drinks – A combination of cute doodles, two lovely puppies called Hector and Beverages, little visual stories around the brand and childhood memories tell the Paper Boat story on Instagram. Uses videos and photos beautifully. (A combination of cute doodles, two lovely puppies called Hector and Beverages, little visual stories around the brand and childhood memories tell the Paper Boat story on Instagram. ) 6293

Femina – Hastags like #Fashion, #Beauty, #Makeup, etc. are already extremely popular. So we make sure we use the popular hashtags in our updates.Shoot unique videos and photos for instagram.User generate content is very important, we often repost pictures our fans tag us in. This encourages fans to stay engaged with us.Monitor the time and frequency of posts performing well on the page.Make good use of brands and celebrities associated with you. They obviously play a huge role in brand popularity.Pick the right filter! (


Opened up in India in Spetember. In India, the Instagram community will gradually see ads appear from launch partners including Gillette, Kit Kat, Paper Boat and TRESemmé. The ad services are also being used by companies like Groffers, Olx, Foodpanda to drive app installs.

Add-on :

@instagramforbusiness account. Each week Instagram will run exclusive, behind-the-scenes stories that inspire, inform and showcase the work done by three important groups in the business community from all around the world—brands, small businesses and creative agencies. This should be great news for brands that have built their community on Instagram. Sooner or later that partner network will increase as Instagram hopes to generate $595 million in advertising revenue this year.

Instagram has tied up with Facebook’s biggest marketing partners. such as Hootsuite, Kenshoo, Brand Networks, Salesforce Marketing Cloud, Unified, SocialCode, 4C, Nanigans, and Ampush.

According to Emarkerter prediction, by 2017 Instagram will be on track to surpass Google and Twitter in terms of US mobile display ad revenues. eMarketer estimated that Instagram will see higher net mobile display ad revenues than Google and Twitter in 2017. It was forecasted that Instagram will see $595M in mobile ad revenue this year. By 2017, that figure will hit $2.81B

This topic of discussion comes from our good friend Prasant Naidu’ Light House Insights :

Nielsen Study Reveals Why Indian Digital Marketers Should Take Instagram Seriously


We have interviewed Prasant previously for FIR Podcast Interview Series here:

(VIDEO) Instagram Ads – A Step by Step Guide :

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