The document discusses AXE's social media strategy for success on Facebook in India. The strategy includes creating a large Facebook fan page that reaches over 1 million users daily. It aims to connect with users daily, build a strong community through contests and promotions, and create emotional attachment and brand awareness. The page features different brands and countries and engages users through games and user-generated contests. This allows AXE to be one of the most active youth brands in India digitally without directly selling but rather engaging users.