At Snap Inc’s second annual India AR Day 2025, held in Mumbai on 12 February, industry leaders explored the evolving role of augmented reality (AR) in consumer engagement. 

The discussion emphasised the need for brands to move beyond hesitation and embrace AR as a tool to connect with their audiences in more immersive and interactive ways.

The panel comprised Niraj Ruparel, creative technology lead, WPP and GroupM India; Prajakta Rathe, leading growth, Tira Beauty, and Taylor Donaldson, executive producer, Arcadia Studio, Snap Inc. 

The session was moderated by Diya Rekhi, special correspondent, The Economic Times.  

Kicking off the discussion, Rathe highlighted how AR has been instrumental in helping Tira engage with a younger audience and why integrating this innovation was crucial. 

She shared, "I started working with Snap when Lenses first launched—long before any other platform had them. Back then, at BookMyShow, our target audience was 18-24-year-olds. A decade later, the same age group still drives the highest orders and revenue for Tira. This audience truly understands innovation. They value interactive digital experiences."

For Tira, AR was a natural fit, stated Rathe.

"Beauty has huge demand, and AR can enhance the experience. Budget constraints aside, when we saw Snap offering performance lenses, we went all in. Every sale became an opportunity to experiment—lipsticks, mascaras, best-selling products—because makeup naturally lends itself to interactivity," she voiced.

For Tira, AR lenses weren’t just an experiment — it became a natural extension of the brand’s virtual try-on feature. “That’s how we landed on this approach, and it has been a game-changer for us,” she added.

Ruparel shed light on how WPP is steering its clients toward AR-led storytelling, underscoring the need for collaboration in a cluttered media environment. “To evangelise a brand, like-minded people must collaborate, channel energy, and create impactful content. That’s exactly why Snap and WPP launched the WPP AR Lab in 2022, bringing together a community of 80 AR enthusiasts in India. They, in turn, connected with global AR pioneers, exchanging ideas and learnings.”

This cross-market collaboration fueled creative breakthroughs. Ruparel added, “We tapped into creators worldwide, gained insights, and fed those learnings into our media planning. It all started with a few campaigns, but one of my personal favourites was a Snap Lens deployed during an India-Pakistan match—where fans could cheer and their faces turned blue, immersing them in the moment. That campaign not only grabbed attention but also woke up many brands to AR's potential. Clients saw the buzz and said, ‘We need to try this.’”

WPP has since rolled out AR-driven campaigns for Unilever, Google, Yamaha, and many more. “One of the biggest hits was Netflix’s Squid Game campaign, which went viral.  The demand for innovation is massive, and brands are hungry for fresh ways to engage audiences. If you look at GroupM’s This Year, Next Year report, India’s advertising expenditure is expected to grow by 7% this year—a significant number. In this landscape, we need creative minds who can build sticky storytelling, make media dollars more accountable, and leverage immersive tech like Snap’s Lenses.”

Another major shift Ruparel pointed out is the race to capture Gen Z’s attention. “Every agency today is chasing Gen Z consumers. They’re the most sought-after yet have the shortest attention spans. But Snap cuts through the noise. It’s a platform tailor-made for Gen Z, a paradise for creators and marketers looking to craft high-impact, culturally relevant campaigns," he expressed.

Ruparel left no doubt about the potential of AR. “With Snap and the partnerships we’re building today, the sky’s the limit. India is one of the few markets seeing significant ad spend growth—this is the moment to think bigger, push boundaries, and reimagine what’s possible," he expressed. 

Donaldson took the audience through the creative process behind AR experiences, offering insights into how Snap refines and executes ideas.

The journey, she explained, always begins with defining the problem. 

“We sit down with a brand and figure out: What is the business problem they are trying to solve? Sometimes, we do that in an in-person workshop. We've found that’s a great way to get to know our clients, strategise together and dive into the brief,” Donaldson explained. 

Once the challenge is clear, the team moves into ideation. “Step two is where we start brainstorming—how can Snap AR solve that problem? That’s the fun part. This is where we let our lens developers go crazy and see what they come back with. It’s an open space for creativity, where we’re just exploring all the possibilities,” she said.

With ideas in place, the process shifts into prototyping. “This is where we give developers the freedom to start building,” she shared. 

“That’s when marketers begin to see where the magic is going to happen. Through this whole process, we make sure we’re bringing the client along for the ride, collaborating closely, and incorporating their feedback.”

Then comes the big moment—lens production and launch. 

“But we don’t stop there,” Donaldson emphasised. “The last step is optimisation. We’re never just putting one product out there and calling it a day. We always take in feedback, either through focus groups or directly from clients, and then go back to iterate and refine. After that, we relaunch.”

For her team, the work is never truly finished. “So, it’s never just about the initial launch—we’re continuously improving, pushing the product to be better and better.”

Expanding AR beyond mobile

Donaldson highlighted Camera Kit’s potential, enabling brands to integrate AR beyond mobile screens. “With Camera Kit, brands can install Snap AR mirrors in stadiums or even incorporate Spectacles, pushing AR beyond Snapchat’s app,” she said.

She shared a key example: During a workshop in Singapore, Coca-Cola’s global CMO asked if Snap AR mirrors could be integrated into vending machines. “We thought, ‘Yeah, we can do that.’ It became a prototype, and last year, it went live at the Olympics in the Athletes’ Village,” Donaldson revealed.

The project showcased how engaged brands can drive AR innovation beyond digital spaces. “That idea came directly from a client eager to push beyond mobile,” she added. 

The future of AR in brand storytelling

Ruparel sees AR as the next storytelling frontier, driven by India's 200 million 5G users shifting from passive viewing to immersive experiences.

He highlights AR’s role in first-party data strategies, offering deeper engagement. “With better speeds, consumers expect better storytelling. That’s why AR is central to the XR strategy—delivering experiences via mobile,” he said.

Looking ahead, Ruparel sees AI enhancing AR’s potential, enabling consumers to create their own experiences. 

“Brands will use top influencers to bring banner ads to life in physical spaces, creating mindful storytelling like never before," he said.

Ultimately, he believes creativity will drive AR’s success. “Tech alone won’t make an impact—strong storytelling will.”

Rathe echoed this sentiment, emphasising AR’s growing role in e-commerce. “Our virtual try-on is already in place and will soon cover our full range,” she shared. A recent launch proved its impact—when users struggled to choose from 25 shades, ‘match my shade’ and virtual try-ons boosted engagement. “Once the data confirms our theory, we’ll expand AR across the board.”

While their campaigns span multiple formats, Rathe noted that the lens is delivering the best results. She stressed the importance of branding lenses effectively. “Consumers shouldn’t be bombarded with ‘50% off’ messaging. Yet, even in our sales campaign, a simple, clean creative with the right products and stock-keeping units converted exceptionally well.”

Why AR should be an 'always-on' strategy for brands

Rathe stresses the need to test new formats, especially if they drive performance, which is key for Tira’s revenue. However, internal approvals and the expectation of large-scale investments can slow things down. “If we get the chance to experiment with small budgets and run a sustained campaign, why not? We’re hoping to try it.”

Leaving marketers with a final thought, especially those hesitant to invest in AR, Donaldson signed off by stating: "Brands should just dive right in. AR is evolving so quickly, and there’s just so much opportunity. It’s a way to extend your campaign beyond traditional media and connect with Gen Z in an entirely new way. Meet them where they’re at, create these lenses, and just dive right in."