Snapchat has announced the launch 'Sponsored Snaps' in India. The new advertising format will enable businesses to engage their customers through visual messaging. With this new format, brands can deliver a full-screen vertical video Snap directly to Snapchatters in their Chat inbox.

Sponsored Snaps will allow advertisers to engage prospective customers across the funnel all within a single ad placement.

Over time, the feature may evolve to include two-way interactions powered by AI, enabling functionalities such as personalised recommendations, customer support, and even direct transactions.

Ajio is the first brand in the country to adopt the format. The fashion e-commerce platform leveraged the new model in its latest campaign to drive awareness and engagement for its latest fashion collections, targeting India’s digitally savvy audience. The activation is part of Ajio’s broader strategy to tap into Snapchat’s young audience and unique storytelling capabilities.

Arpan Biswas, chief marketing officer, Ajio, said, “At Ajio, we are continually exploring innovative avenues to engage with our audience. Sponsored Snaps present a unique opportunity to connect with digital-first consumers in an organic and interactive manner. As one of the first brands in India to adopt this format, we are excited to leverage its potential to elevate our storytelling and foster deeper, more meaningful connections with Snapchat’s dynamic and highly engaged community.”

Neha Jolly Sawhney, head of ad monetisation- India, Snap Inc, said, “Sponsored Snap is truly a first-of-its-kind ad format tapping into Gen Z’s preference for visually rich, engaging content. This format provides brands like Ajio an opportunity to connect with our community in an authentic way. Our Chat inbox is a powerful way to reach Snapchatters, and Sponsored Snaps are a natural extension of how people already engage with brands and businesses on our platform. It expands their reach through one of the most widely used features, delivering an immersive, interactive experience that resonates with a mobile-first, visual audience.”