INDIA
Snapchat Launches ‘Cricket in a Snap’ to Help Brands Tap India’s IPL-Fueled Gen Z Fandom: As cricket fever grips India during the season of the Indian Premier League (IPL), Snap Inc. has unveiled “Cricket in a Snap,” a comprehensive advertising offering designed to help brands connect with the country’s most digitally engaged cricket fans.
The new initiative aims to capitalize on the massive cultural influence of cricket in India and the growing spending power of Gen Z audiences. According to Snapchat, 85% of Gen Z in India follow the IPL, a demographic that collectively drives $860 billion in consumer spending, making it one of the most influential segments for advertisers.
The platform is positioning itself as a “digital stadium” for Gen Z, where fans experience the excitement of cricket through real-time conversations, memes, augmented reality (AR) interactions, and creator-led content.
Cricket’s Second-Screen Revolution
In India’s increasingly multi-screen viewing environment, the cricket experience has expanded beyond television broadcasts. Snapchat data shows that 55% of users watch cricket live on TV while 54% stream matches online, but more than 90% simultaneously engage with a second screen—often their smartphone.
This shift has transformed how fans interact with the game.
“Cricket in India has reached a tipping point,” said Yagnesh Ravi, Ad Solutions Lead at Snap Inc. India. “The ‘lean-back’ television broadcast is now the backdrop to a far more intense ‘lean-forward’ experience happening on the phone. While the big screen delivers the spectacle, the small screen is where the heartbeat of the game lives—through real-time reactions, peer-to-peer banter, and unfiltered culture.”
He added that with 90% of Snapchat users second-screening during matches, brands now have the opportunity to participate directly in the conversation rather than simply appearing during traditional ad breaks.
New Advertising Experiences Powered by AR
The “Cricket in a Snap” program introduces a range of immersive advertising formats designed specifically for the cricket season.
Among the key offerings is a Live Sports API, which integrates real-time match data into branded AR lenses, allowing fans to see live scores and match updates within interactive experiences.
Brands can also create AR Fan Zones, digital spaces inspired by cricket culture that include locker-room environments, nets practice simulations, and other themed fan experiences.
Another feature, Surface Tracking, allows branded AR lenses to anchor directly to the stadium turf, creating immersive visuals for fans attending matches in person. Meanwhile, the AR Bar Branded Lens lets brands appear when users search for trending cricket-related lenses.
Other engagement tools include Post Capture Stickers, enabling fans to add branded overlays or frames to their photos, and collaborations with Snapchat creators through Snap Stars partnerships, where influencers create hashtag-driven content that encourages organic fan participation.
From Highlights to Fan-Led Culture
Snapchat is also expanding its cricket programming ecosystem through partnerships with IPL teams and sports media publishers.
Content from teams including the Mumbai Indians, Chennai Super Kings, Gujarat Titans, Punjab Kings and Delhi Capitals will be complemented by analysis and coverage from sports broadcasters such as JioStar and publishers including CricTracker and SportsYaari.
The platform is also embracing the spontaneous culture of cricket fandom, where players and fans interact directly online. Viral moments, memes, and unfiltered exchanges between players—including cricketers like Arshdeep Singh—have increasingly shaped the digital conversation around the sport.
Turning Fans into Creators
Beyond passive viewing, Snapchat is encouraging fans to actively create cricket-related content through Spotlight challenges and AR-powered experiences.
One campaign, #Paltan2026, invites supporters of the Mumbai Indians to showcase their most passionate match-day rituals and celebrations. Another challenge, #Yellove, celebrates the fan culture surrounding the Chennai Super Kings and its iconic “Yellow Army.”
These initiatives are amplified through AR features such as face-painted team jerseys and interactive 3D stadium lenses, allowing fans to visually express their team allegiance.
Popular Snapchat creators—including Neetu Bisht, Lakhan Bisht, Aatman Desai, Rahul Sinha and Neel Bhattacharya—are also producing match-day content, hosting conversations and reacting to key moments throughout the tournament.
A New Playbook for Sports Marketing
With cricket continuing to dominate India’s sporting landscape, Snapchat’s new offering reflects a broader shift in sports marketing—from passive broadcasting to interactive, community-driven engagement.
By combining augmented reality, creator culture, and real-time conversations, “Cricket in a Snap” aims to transform how brands participate in one of India’s most powerful cultural events—placing them directly within the fan experience rather than on the sidelines.
