Snapchat’s AR strategy tackles ad fatigue among India’s Gen Z – The Times of India

At a time when traditional advertising struggles to cut through clutter, a new study by Snap Inc. and Kantar India reveals that Augmented Reality (AR) is reshaping how brands engage with consumers. The State of AR in India report highlights that 92% of Indian consumers believe AR will transform how they shop, learn, or connect online, with Gen Z leading the adoption curve. Unlike passive ad formats, AR drives active, voluntary engagement. According to the study, AR Lenses deliver over 2X higher effectiveness and 3X greater efficiency in capturing attention compared to other formats. Notably, 3 in 5 Gen Z users say AR keeps their attention longer than regular posts, making it a powerful antidote to ad fatigue in a skippable digital ecosystem. AR is not just about grabbing attention — it’s influencing consumer choices. 2 in 3 Gen Z respondents say AR helps them decide whether to try or buy a product, while also improving product understanding. Importantly, AR experiences in India often tie into cultural moments like festivals and local events, giving brands contextual opportunities to connect meaningfully. Soumya Mohanty, Managing Director & Chief Client Officer, South Asia, Insights Division, Kantar, noted: “AR enhances understanding, builds believability, and
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