Pepsi tops Facebook charts in India

21 September 2012

NEW DELHI: Pepsi, Tata DoCoMo and Nokia are some of the most popular brands with Facebook users in India, according to a report by Ketchum Sampark.

The company stated that there are 53m Facebook users in India, a figure that increased by 29% between January and August 2012. Some 36.7% of this audience live in the country's top 20 cities.

Pepsi India led the food and beverage category, with the soft drinks brand attracting 3.2m fans. It came in ahead of Cafe Coffee Day, the coffee shop chain, on 2.9m, and Cadbury Celebrations chocolates on 2.3m.

Shoppers Stop, the department store operator, headed the apparel and retail charts on 3.4m likes, beating Lifestyle International, from the same sector, on 2.1m. Reebok, the sportswear specialist, was third on 1.7m.

Tata DoCoMo had the most likes among mobile networks, on 8.7m, topping Vodafone's Zoozoo brand on 4.2m, and Idea on 3.6m. Nokia, the handset manufacturer, was number one in the tech segment on 3.9m, trailed by BlackBerry on 1.3m.

For health and beauty, the "Angels Club" page run by Axe deodorant logged 3.2m fans, well in front of the local hub for Maybelline New York cosmetics on 1.2m and Pears on 554k.

Tata's Nano minicar was the top automotive brand with 1.9m likes, followed by the Mahindra Scorpio on 1.4m and Maruti Sazuki Ritz on 1.3m.

These numbers were rather more limited in the financial services sector, with ICICI Bank on 783k. Rival operator IDBI Bank was on 718k and LIC India Forever, the insurance firm, on 612k.

In all, the top 100 brands in India had seen their total fan levels jump by 105% year on year. Tata DoCoMo, the biggest such brand, was followed by 17% of the country's Facebook user base.

This can be compared with approximately 5% of the platform's global audience that "like" Coca-Cola, the largest brand worldwide on this metric, with 50m fans.

In terms of engagement rates, determined by growth in the number of new "likes" or the amount of "people talking about" category, health and beauty was the most popular sector in India, as 8.1% of users had begun following a brand or discussed it on the site.

Food and beverage products came next on 5.6%, with technology on 5%, automotive on 3.9% and telecoms on 2.8%, according to the analysis.

Data sourced from Ketchum Sampark; additional content by Warc staff