Snapchat launches first India brand campaign celebrating Gen Z communication

Snapchat has introduced ‘Say It In A Snap’, its first brand campaign in India, highlighting how Gen Z uses visual communication to share everyday moments. The campaign positions Snaps as a form of expression that goes beyond text and reflects how this audience builds culture, connection and creativity.

Designed to speak to users, creators and advertisers, the campaign presents tailored messages for each group. For users, it emphasises real connections and open self-expression. For creators, it highlights authenticity and unfiltered storytelling as drivers of strong communities. For advertisers, it reinforces the value of participating in daily, visual conversations to build relevance and impact.

Ankit Goyle, head of India marketing at Snap Inc., said the campaign reflects how Gen Z communicates through visuals within close-knit communities. He noted that the platform acts as a space where expression is personal and immediate, adding that advertisers have an opportunity to show up authentically and engage with this behaviour.

The campaign showcases Places, Moments, Conversations and Brands that matter to Indian Snapchatters. Featuring Indian users, it underlines creativity, humour and authenticity as core to this demographic’s interactions. For brands, it suggests that understanding where young audiences spend time and how they communicate can help convert everyday interactions into cultural relevance.

Snapchat’s ad formats continue to support this approach, offering multi-format storytelling across Sponsored Snaps, video ads and AR ads. Sponsored Snaps deliver full-screen vertical video messaging, while AR remains a key differentiator due to its participatory nature. According to Snapchat, WPP Media and Lumen’s ‘Attention Advantage’ report, AR lenses are the biggest driver of attention, and adding Snapchat to a media mix can lift Gen Z attention by up to 22%.

The platform notes that Gen Z pays up to 34% less attention to ads in passive-scroll feeds and positions Snapchat as a more active environment, claiming it captures 2X more attention than conventional digital platforms.

The campaign launches with OOH and DOOH placements across Mumbai, Delhi NCR and Bangalore. Snap cites the Snap BCG Gen Z report, which projects the cohort’s collective spending power to reach USD 2 trillion by 2035.