Snapchat has rolled out a brand-new advertising format in India—Sponsored Snaps, a feature that delivers full-screen vertical video ads straight into users’ Chat inboxes. The first brand to leverage this tool in India is Reliance Retail’s e-commerce platform, AJIO, which aims to engage with Snapchat’s young, highly interactive user base.
How Sponsored Snaps Work
This ad format is designed to seamlessly integrate into conversations, allowing advertisers to reach potential customers at various stages—from creating awareness to driving direct conversions. Since the ads appear in the Chat section, where users are already highly engaged, brands have an opportunity to capture attention in a less disruptive yet effective way.
“Sponsored Snaps give brands a fresh way to interact with digital-first consumers in a natural and immersive environment,” said AJIO’s Chief Marketing Officer, Arpan Biswas.
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“As early adopters of this format in India, we’re eager to see how it enhances our storytelling and strengthens our connection with Snapchat’s vibrant, highly engaged community.”
AJIO is using this feature to showcase its latest fashion collections, aligning with its broader push to deepen digital engagement.
Snapchat’s Strategy for India
According to Neha Jolly Sawhney, Head of Ad Monetization at Snap Inc. India, Sponsored Snaps cater to Gen Z’s preference for visually engaging content, making them a powerful tool for brands targeting younger audiences.
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“By placing ads directly in Snapchat’s Chat section—one of the most-used features on our platform—brands can create a more authentic connection with users,” Sawhney explained.
The format was first launched in the U.S. and Canada, where major brands like Universal Pictures and Disney used it to promote blockbuster films such as Wicked Part 1 and Moana 2. As Snapchat refines the feature, it plans to introduce AI-driven capabilities, including personalized recommendations and real-time customer support.
Why India is a Key Market
With over 200 million Indian users, Snapchat sees India as a major market for its high-impact, measurable advertising solutions. Sponsored Snaps are part of the company’s broader strategy to help brands connect with Gen Z and millennials through more immersive digital experiences.
By bringing this format to India, Snapchat is not only expanding its ad portfolio but also offering Indian businesses a new way to reach tech-savvy consumers who crave visually rich, interactive content.
