Messi, a four-time Ballon d'Or winner, was the cynosure of all eyes at the majestic Maracana stadium as two-time champions Argentina kicked off their campaign.
However, Bosnia-Herzegovina's spirited performance shackled Argentina, especially a heavily-marked Messi, before some tactical changes in the second half helped them break free.
Elsewhere, goal-line technology awarded the first international goal as France beat a 10-man Honduras courtesy twin strikes by Karim Benzema, while Switzerland stunned Ecuador 2-1 after pulling off a winner in the dying moments of other Group E clash.
The two-time champions led the first half courtesy an own goal by Sead Kolasina, who sent in a Messi free kick into his own net. The Argentine players looked lost even after having the advantage, failing to complete passes and creating any real shots at the goal.
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The underwhelming performance triggered jeers from the fans before Argentina coach coach Alejandro Sabella changed tactics in the second half.
From the 5-3-2 formation, Sabella changed it to 4-3-3 by sending in Gonzalo Higuain and Fernando Gago to replace Sergio Aguero for the lacklustre Maxi Rodriguez and Hugo Campanaro.
Substitute Vesad Ibisevic had the honour to score Bosnia's first ever World Cup finals goal, five minutes form the whistle, when he shot the ball in as Argentine goalkeeper Sergio Romero approached and failed to block.