Snapchat announced on March 10 the launch of ‘Cricket in a Snap,’ an advertising initiative designed to help brands engage with fans during India’s cricket season. The offering features unique, high-impact formats aimed at connecting brands with Gen Z audiences, who are significant followers of the Indian Premier League (IPL) and represent a major force in consumer spending.
The new campaign is positioned as an opportunity for brands to move beyond traditional broadcast advertising and connect directly with what Snapchat describes as India’s most influential and high-intent audience. According to Snapchat, 85% of Gen Z in India follow the IPL, and this group drives $860 billion in collective consumer spending.
Snapchat said its platform captures the energy of cricket season through unfiltered banter, immersive augmented reality (AR) play, and fan-led trends that integrate cricket into daily digital interactions. The company noted that fan-created Lenses will be available throughout the season, allowing users to express themselves and react to match-day moments as they happen.
The platform also highlighted changing media consumption habits among its users. It reported that while 55% of Snapchatters watch cricket events live on television and 54% via streaming services, over 90% use a second screen during matches. Snapchat said this makes its platform a hub for real-time conversation during games.
To support advertisers, Snapchat has introduced Exclusive Integrations featuring official team content from franchises such as Mumbai Indians, Gujarat Titans, Chennai Super Kings, Punjab Kings, and Delhi Capitals. Additional content includes player perspectives, expert analysis from sports broadcaster JioStar and publishers like Sportsyaari and CricTracker, as well as behind-the-scenes access and meme culture.
The company also pointed out that participation extends beyond passive viewing. Through Spotlight Challenges and AR features, fans can take part in viral movements by creating their own content around match-day moments. This approach aims to foster greater engagement by moving fans from simply consuming content to actively creating it.
