Snapchat launches sponsored Snaps in India, and AJIO is the first brand to use them.
AJIO is using this format to showcase its new fashion collections.
Snapchat in India has launched a new advertising format called Sponsored Snaps, which allows brands to interact directly with consumers through visual messages in the Chat inbox. AJIO, a prominent e-commerce fashion brand, is the first to leverage this feature in the country, targeting the Generation Z and Millennial audience of Snapchat with immersive narratives and action-focused campaigns.
Sponsored Snaps enable businesses to send full-screen vertical video ads directly to users' Chat inboxes, maximizing visibility, engagement, and conversions. This new format is designed to:
- Increase brand awareness through extensive reach via Snapchat's active Chat feature.
- Encourage user interaction, prompting consideration through optional content.
- Boost conversions with clear calls to action within the chat.
Focused on brands with a mobile-first vision, Sponsored Snaps provide an organic and interactive way to enhance narratives and connect with digital consumers. AJIO is using this format to promote its latest fashion collections, taking advantage of the visually immersive experience that Snapchat offers.
Initially, Sponsored Snaps were launched in the United States, where Universal Pictures utilized them to promote Wicked Part 1, and subsequently in Canada, where Disney applied them for Moana 2.
Neha Jolly Sawhney, Head of Advertising Monetization in India for Snap Inc., commented that Sponsored Snaps are a unique advertising format that caters to Generation Z's preference for engaging visual content. This type of advertising gives brands like AJIO the opportunity to authentically connect with the user community. The Chat feature is a powerful avenue for reaching snapchatters, and Sponsored Snaps are a natural extension of how people already engage with brands and businesses on this platform.