Snapchat Adds New Tools to Help Brands Tap Into India’s Cricket Season

Why It Matters

The suite gives advertisers a direct line to India’s massive, highly engaged cricket audience, turning Snapchat into a premium, AR‑rich second‑screen ad channel during the season.

Key Takeaways

• Snapchat adds live-score AR lenses for cricket fans.
• Over 250 M Indian users; cricket tops platform activity.
• New API lets brands embed real-time match data.
• AR fan zones sponsor teams like Mumbai Indians, CSK.
• 90% of users engage in second-screen during matches.

Pulse Analysis

Snapchat’s rapid expansion in India has reshaped the country’s social media landscape, with the platform now boasting more than 250 million users. Cricket, the nation’s most beloved sport, has become the top driver of engagement, especially as 55% of users watch matches live and an overwhelming 90% participate in second‑screen conversations. This high‑intensity, real‑time interaction creates a unique advertising environment where brands can capture attention while fans are emotionally invested in the game.

The Cricket in a Snap suite leverages Snapchat’s advanced AR capabilities to deliver immersive brand experiences. The Live Sports API feeds live scores into custom lenses, while surface‑tracking anchors branded effects to the field itself, turning stadium seats into interactive touchpoints. AR fan zones, featuring team‑specific locker rooms and practice simulations, allow sponsors to align with franchises such as Mumbai Indians and Chennai Super Kings. Additionally, post‑capture stickers and Snap Star collaborations enable organic, creator‑driven content that resonates with the platform’s youthful demographic, differentiating Snapchat from rivals like Instagram and TikTok.

For marketers, these tools translate into measurable ROI opportunities in a market where digital ad spend is projected to exceed $12 billion this year. By embedding real‑time data and immersive experiences, brands can drive higher recall and conversion rates during peak viewership windows. However, success hinges on creative execution and precise targeting, as the second‑screen audience expects authenticity and relevance. As Snapchat continues to refine its sports‑focused offerings, advertisers who adopt early stand to gain a competitive edge in India’s lucrative cricket advertising arena.