The International Advertising Association India Chapter has teamed up with Snapchat to launch a new learning led event for agencies and creators, positioning The Vibe gathering as a forum to explore how augmented reality can reshape brand storytelling. The debut edition drew a cross section of the country’s creative community.
Hosted in collaboration with Snapchat, The Vibe brought together more than one hundred fifty professionals from agencies including Ogilvy, McCann, VML, Leo Burnett, Accenture Song, Schbang, Havas, Tilt Brand Solutions, Talented, FCB Kinnect, 22 Feet, One Hand Clap, WATConsult, Whoppl, Moonshot, Kulfi Collective, Rediffusion, Creativeland Asia, Dentsu Creative, Blink, Manja, Mullen Lintas, Lowe Lintas and Madison Communications.
IAA India president Abhishek Karnani delivered the welcome address, followed by remarks from IAA managing committee member Kranti Gada, who leads the IAA Young Professionals Program. She highlighted the initiative’s focus on giving under 35 professionals access to industry exposure, learning and networking.
Setting the context for the evening, Saket Jha Saurabh, director and head of content and AR partnerships at Snap, outlined the current augmented reality landscape and why it matters for agencies, brands and creators.
The keynote session came from Snap creative lead Avijit Pathak, who walked attendees through AR tools, creative workflows and marketing applications. The talk focused on practical ways AR can deepen engagement and create interactive brand experiences.
ADVERTISEMENT
A fireside chat with Snap Star Amulya Rattan, moderated by Snap talent partnerships lead Roxanne Chinoy, added a creator perspective. With a community of more than nine million followers across platforms, Amulya spoke about how augmented reality has shaped her content creation and audience interaction.
An open question and answer segment allowed guests to discuss real world use cases, production challenges and collaboration models. Participants then tested Snap’s AR Spectacles in an immersive demonstration of next generation storytelling.
The evening closed with networking over food and drinks, giving agency leaders, creators and platform teams a chance to connect informally.
As brands search for fresh ways to stand out on crowded social feeds, augmented reality is moving from experimental filter to a more central part of campaign thinking. By convening a dedicated forum for AR education and experimentation, IAA India and Snapchat are signalling that creative teams will increasingly be expected to understand immersive formats.
For agencies, events like The Vibe offer a chance to upskill teams, learn from platform experts and hear directly from creators who already treat AR as part of their core toolkit. The format also reinforces the role of industry bodies in curating spaces where emerging technologies can be discussed in practical, business focused terms.
