Gen Z focused push marks launch of Snapchat India brand campaign

Snap Inc has unveiled its first large scale brand push in the country with a campaign that looks to place Snaps at the heart of Gen Z communication. The new Snapchat India brand campaign comes as the platform completes 2 years of formal operations in the market and reports 250 million monthly active users along with what it calls record high confidence from advertisers.

Titled Say It In A Snap, the campaign presents Snaps as a distinct visual language for young users who prefer raw, in the moment exchanges over polished social posts. Built entirely around Indian Snapchatters, the work shows everyday life in major cities and deliberately stays away from celebrity cameos or glossy treatment. The creative highlights quick visual cues, spontaneous reactions and real time sharing as the default way Gen Z talks to friends, creators and brands.

The media rollout is equally ambitious. Phase one spans out of home, digital out of home, print and digital, with OOH taking the lead across Mumbai, Delhi NCR and Bengaluru. Wider extensions into Tier II and Tier III markets are planned in later phases, as Snap looks to deepen presence beyond metros and move its brand into more mainstream consideration.

Over the past year, the company has been re working its India strategy through senior hires from global technology players and a stronger focus on local culture. India is now one of the largest global markets for Snapchat, and leadership sees this as the right moment to sharpen the platform’s positioning.

“India is a large market from a growth point of view with 250 million Snapchatters, and we continuously want to invest in this market over the next many, many years,” said Ankit Goyle, Head of Marketing, Snap Inc India. The campaign leans into hyper local moments, city specific cues and everyday interpersonal exchanges that mirror how users already behave on the platform.

The work is built around three core audiences. For users, it underlines the joy of real connections, unfiltered self expression and the comfort of sharing with close friends. For creators, it reiterates that authenticity and simple, everyday storytelling are the strongest tools to build lasting communities. For advertisers, the message is clear that relevance on Snapchat comes from being present in organic conversations rather than only in polished, performance led formats.

Snap positions this campaign as both brand work and advertiser education. By partnering with brands such as Google, Amazon, Maybelline, Myntra, Nykaa and Domino’s, the platform showcases how cues like unboxing rituals, beauty routines, product discovery and festive expression can turn into meaningful brand moments.

The company stresses multi format storytelling that blends augmented reality lenses, Spotlight and Sponsored Snaps, and says brands that do this consistently and authentically are the ones that enter real Gen Z conversations. Snap continues to frame augmented reality as its long term competitive advantage, arguing that AR will become a key interface for future AI driven experiences, inside the app and in physical retail through tools like virtual try ons. In India, the combination of a large Gen Z base, rising demand for immersive formats and growing advertiser confidence is seen as a strong platform for the campaign’s ambitions.

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