Snap Inc has added a new AR (augmented reality) based landmarker lens for Gateway of India on Snapchat in collaboration with Spotify. Available from 14-23 October for the Diwali festive season in India, the Spotify lens adds some unique AR experiences with special 3D effects, which users can access by pointing the phone’s camera on the monument. Spotify has also created playlists listed as ‘Diwali Shuffle’, ‘Diwali Drive’ and ‘Diwali Bash’, which users can add to the AR experience before sharing it with their friends and family on Snapchat. The Spotify icon will automatically show in the Lens carousel in Snapchat when users are close to Gateway of India.

Introduced first in April 2019, landmarker lens includes a bunch of AR filters built around a monument using Snapchat’s Len Studio, a proprietary desktop platform for creators that allows them to design 3D models of landmarks and add special effects around them using augmented reality. Landmarker locations have got some famous monuments from 11 countries. Taj Mahal in Agra and Gateway of India in Mumbai were added to the list in August. The Spotify lens for Diwali is available only for the latter.

"This is the first ever brand collaboration for Snapchat's recently launched Landmarker Lens for India. Snapchat and Spotify wanted to create experiences that they felt users would want to share with friends instantly and that’s when the Gateway of India dancing to the beats of the Spotify’s Diwali playlist was born," adds Tarika Soni, head of commercial strategy and ad monetisation for India, Snapchat.

With 203 million daily active users worldwide, Snapchat is a growing social media platform with a strong following among youngsters. However, it is presence has largely been limited to US market as the company wasn’t willing to venture into emerging markets.

Access to 4G speeds and growing smartphone penetration has made India a promising market for internet companies including social media platforms like Snapchat. Despite the dominance of WhatsApp (400 million) and Facebook (270 million) in India, several new platforms such as TikTok (200 million) and ShareChat (60 million) have managed to cut in with India-centric content and partnerships with local creators.

By expanding its India centric features, Snap Inc is hoping to get more Indian users on board. The company opened its first India office in Mumbai in August and is building a local team to understand the India market, strike strategic partnerships with creators and other popular platforms.

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