MAM
On social be realistic, says Facebook’s Riley Peter
GOA: Facebook has changed the nature of personal and business communication. While people are looking at connecting with other set of people on Facebook, brands too need to take a good note on how to create great connections with consumers.
Facebook –APAC head of creative shop Riley Peter on Day 1 of GoaFest went ahead to talk about what creativity meant to the social media network giant. Today, as people have access to multi screens, creativity needs to shape up accordingly, believes Peter.
It is time for brands to partner with social networking sites for creating impressive work. Social has the power to identify niche as well as the mass audiences. Brands can thereby analyse what idea works for it best. According to Peter, “Brands don’t have the right to be in your newsfeed.” He is of the opinion that it is time for brands to move away from just creating disruptive communication. At the end of the day a consumer when on social platform, needs to take away much more than product details and offers.
Brand communications should never look like an intruding one. Today, consumers have infinite choices and also have a total control over it. The challenge for brands thereby increases. “Only smart creative ideas can bring that difference in a consumer’s outlook towards brands,” said Peter. He also thinks that brands should change their perception of getting more likes just for the sake of it.
Peter is of the opinion that India has a great potential to create remarkable creative work on social. Main reason being that today Facebook has over one billion users in India. The number in itself speaks. What Indian brands need to do is bring the art of storytelling on social as well. Peter is highly impressed with what Indian brands are doing on main stream advertising. According to him, in India celebrity endorsements have created some successful brand campaigns. “It is time to be more realistic and rope them effectively on social too,” said Peter.
The creative canvas on social has the power to give real experiences to consumers in the near future. Peter is highly optimistic about India and thinks in the coming years there will be great storytelling happening on social by brands!
Brands
YFLO appoints Tania Nijhawan as president for 2026-27 term
Dentist-entrepreneur to lead women’s body amid rising focus on leadership
NEW DELHI: Young FICCI Ladies Organisation (YFLO), the women’s arm of FICCI, has appointed Tania Nijhawan as its president for the 2026-27 tenure, effective April 2026, at a time when conversations around women’s leadership in India are gaining fresh momentum.
A cosmetic and paediatric dentist with over 15 years of experience, Nijhawan is the founder of Udana Wellness, a multi-speciality clinic in Vasant Vihar known for its focus on advanced treatments and patient-centric care. She also serves as director at Nijhawan Group and is an active investor in start-ups across health, wellness and hospitality, including Nuts For Us.
Her academic credentials include advanced training from global institutions such as New York University, the University of Southern California and University College London, shaping her multidisciplinary approach across dentistry and wellness.
YFLO has long positioned itself as a platform for leadership, entrepreneurship and professional growth, bringing together women across industries to drive dialogue and collaboration. Under Nijhawan’s leadership, the organisation is expected to sharpen its focus on cross-sector engagement and meaningful, future-facing conversations.
Speaking on her appointment, Tania Nijhawan said, “YFLO has always stood for meaningful engagement and forward-thinking dialogue. I look forward to building a platform that not only encourages exchange of ideas but also actively supports emerging voices and creates opportunities for collaboration across sectors.”
She added, “The Women’s Reservation Bill, which seeks to reserve 33% of seats for women in the Lok Sabha and State Legislative Assemblies, is not just a policy shift, it is a generational opportunity. It acknowledges the urgent need for women to have a stronger voice in shaping the nation’s future. True progress lies not just in representation, but in enabling women to lead with agency, confidence and impact.”
As president, Nijhawan will focus on curated programming, high-impact industry conversations and initiatives that bring together women across disciplines. Her theme for the year, “Lead With Your Light,” signals a push towards purpose-led leadership and greater confidence among emerging voices.
Her appointment marks a new chapter for YFLO, one that aims to align leadership, enterprise and policy at a time when women’s voices are increasingly central to India’s growth story.
