Snapchat Launches ‘Cricket in a Snap’ Advertising Offering for India’s Cricket Season

Popular social media platform Snapchat has unveiled a new advertising initiative called “Cricket in a Snap” to help brands connect with cricket fans during India’s biggest cricket events. Developed specifically for the Indian market, the programme combines augmented reality (AR), creator partnerships, and interactive advertising formats to engage users who increasingly consume cricket content on their smartphones while watching matches.

Snapchat Introduces ‘Cricket in a Snap’ to Boost Brand Engagement During Cricket Season

New Advertising Initiative Targets India’s Massive Cricket Audience

Social media company Snap Inc. has launched a new advertising solution named “Cricket in a Snap”, aimed at helping brands reach millions of cricket fans across India during the peak cricket season.

The initiative includes a suite of advertising formats, interactive tools, and content collaborations designed to tap into how modern audiences watch cricket. With cricket tournaments attracting massive viewership across television and digital platforms, Snapchat is positioning itself as a key second-screen destination for fans who engage with live matches through their smartphones.

The company believes that mobile platforms are becoming central to real-time fan interaction, especially among younger audiences.

Changing Viewing Habits Among Gen Z Cricket Fans

According to data shared by Snapchat, the popularity of cricket among younger users remains exceptionally strong. The platform reports that 85 percent of Gen Z users in India follow the Indian Premier League (IPL), one of the world’s most widely watched cricket tournaments.

The company also highlighted a growing trend in second-screen viewing, where fans watch matches on television or streaming services while simultaneously interacting with content on their phones.

Key insights from Snapchat’s internal data include:

• 55 percent of Snapchat users watch cricket on television

• 54 percent stream cricket matches online

• More than 90 percent use a second screen during live matches

This behaviour reflects a shift in how sports content is consumed today. Instead of passively watching matches, fans actively participate in discussions, share reactions, and engage with digital content in real time.

AR Experiences and Interactive Advertising Tools

The “Cricket in a Snap” programme introduces several innovative advertising formats designed to bring brands closer to cricket fans.

One of the central features of the initiative is augmented reality (AR) experiences powered by live match data. These AR tools allow brands to create immersive digital interactions that reflect real-time moments from cricket matches.

Advertisers will also be able to design:

• Branded augmented reality environments connected to cricket themes

• Surface-tracking AR lenses for stadium activations

• Branded lenses in Snapchat’s AR bar that users can apply during chats or stories

• Post-capture stickers that add branded overlays to photos and videos

These formats aim to integrate brand messaging directly into the way users create and share content on the platform.

Creator Collaborations Through Snap Stars

Another key component of the initiative is collaboration with Snapchat creators through the Snap Stars programme. These creators will produce cricket-related content using campaign hashtags and trending topics connected to major matches.

By partnering with popular creators, brands can become part of authentic fan conversations rather than appearing only through traditional advertisements.

The approach allows advertisers to engage audiences through entertaining and relatable content created by influencers who already have strong connections with their followers.

Snapchat Executive Highlights ‘Second-Screen’ Cricket Experience

Commenting on the launch, Yagnesh Ravi, Ad Solutions Lead for India at Snap Inc., explained how cricket viewing behaviour has evolved in the digital age.

He noted that television broadcasts still deliver the spectacle of the game, but the smartphone has become the centre of fan engagement. According to Ravi, fans increasingly share real-time reactions, memes, and conversations with friends while watching matches.

He emphasized that with a large majority of Snapchat users engaging in second-screen behaviour during cricket matches, the platform offers brands an opportunity to move beyond traditional ad breaks and become part of fans’ personal highlight moments.

Participation from IPL Teams and Cricket Publishers

The initiative will also feature content from major cricket teams and publishers to strengthen the ecosystem around cricket conversations on the platform.

Franchises from the Indian Premier League expected to participate in the broader content environment include:

• Mumbai Indians

• Chennai Super Kings

• Punjab Kings

• Delhi Capitals

• Gujarat Titans

Their presence on the platform will contribute to fan-driven conversations, match reactions, and cricket-related storytelling throughout the season.

Spotlight Challenges and Fan-Driven Content

As part of the programme, Snapchat will also introduce Spotlight challenges and AR experiences designed to encourage user participation during live matches.

Fans will be able to create short videos, apply interactive lenses, and join cricket-themed trends related to ongoing matches. This user-generated content will further amplify brand visibility while maintaining the spontaneous nature of fan engagement.

By blending AR technology, creator collaborations, and fan participation, Snapchat aims to transform cricket conversations into interactive experiences for both audiences and advertisers.

Strengthening Snapchat’s Position in India’s Digital Sports Ecosystem

The launch of “Cricket in a Snap” reflects Snapchat’s broader strategy to strengthen its presence in India, one of the world’s fastest-growing digital markets.

With cricket acting as a cultural phenomenon in the country, the platform is leveraging sports enthusiasm and mobile-first behaviour to build deeper connections between brands and young audiences.

By combining technology, entertainment, and community engagement, Snapchat hopes to redefine how advertisers interact with sports fans during live events.