Snapchat today announced the launch of ‘Cricket in a Snap,’ a comprehensive cricket-season advertising offering featuring unique, high-impact formats designed to help brands engage fans during one of India’s biggest cultural moments. With 85% of Gen Z in India following the IPL[1], the platform has become the digital stadium for a generation that already drives $860 billion in collective consumer spending[2]. As this cohort’s economic footprint continues to expand, ‘Cricket in a Snap’ presents a compelling opportunity for brands to move beyond the broadcast and connect meaningfully with India’s most influential and high-intent audience.
Snapchat is where the season’s raw energy lives through unfiltered banter, immersive AR play, and fan-led trends that weave the entire cricket experience into the platform’s daily fabric. This isn’t a curated broadcast; it’s an organic, always-on community where fandom happens in real-time. To keep pace with this momentum, a constant stream of fan-created Lenses will ensure that Snapchatters always have new ways to express themselves and react to every match-day moment as it unfolds.
Join the Banter, Not Just the Broadcast
Snapchat enables brands to show up where fandom peaks, in real-time Chat conversations and immersive AR experiences. This moves brands beyond traditional highlights and into the live cultural moment.
In today’s multi-screen landscape, 55% of Snapchatters watch cricket events live on TV and 54% via streaming[3], yet over 90% second-screen during matches[4]. While the broadcast delivers the spectacle, the live conversation lives on Snapchat.
And, this obsession is measurable on Snapchat:
- Massive Interest: Cricket events lead all major sports leagues among Snapchatters, with cricket ranking as the #1 most followed sport by Snapchatters[5], making it the premier destination for mass reach.
- High Engagement: Nearly three in four Snapchatters tune into sports multiple times a week or more. In fact, Snapchatters are 13% more likely to be frequent sports viewers compared to non-users[6].
“Cricket in India has reached a tipping point. The ‘lean-back’ TV 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 in real-time reactions, peer-to-peer banter, and unfiltered culture. On Snapchat, cricket hits differently because it’s built for this spontaneity. With 90% of our users second-screening to share raw, unscripted moments with their inner circles, the conversation has moved from the sofa to the Chat tab. With ‘Cricket in a Snap,’ we’re enabling brands to move beyond the ad break and become a native, high-impact participant in the fan’s personal highlight reel.” Yagnesh Ravi, Ad Solutions Lead, Snap Inc, India.
Snapchat’s Exclusive Advertiser Play
To help brands navigate this high-energy environment, Snapchat has launched a suite of Exclusive Integrations:
- Live Sports API: Immersive AR environments powered by live data, delivering instant score updates directly into branded Lenses.
- AR Fan Zones: Brands can explore curated experiences built by Snap such as Locker Room experience, Nets Practice experiences and more.
- Surface Tracking : A package exclusive that anchors branded Lenses directly to the turf/surface, providing an immersive experience for on-site fans from every seat in the arena.
- AR Bar Branded Lens: Capturing users as they actively search for trending cricket Lenses, AR Bar branded Lens allows brands to build exclusive brand Lens in this category.
- Post Capture Sticker: A format, where Snapchatters can add an overlay of a sticker or frame, post clicking their image allowing brands to connect with them in their most celebratory moment.
- Brands x Snap Stars: Through partnerships with Snap Stars, brands can begin hashtag-driven content that sparks real engagement. By establishing a creative anchor, the hashtag, Snap Stars are empowered to produce content that stays true to their personal voice allowing brands to inspire organic participation, making the connection between the brand and the creator feel both authentic and earned.
One powerful content flywheel
Cricket meets real-time culture: From official team content Mumbai Indians, Gujarat Titans, Chennai Super Kings, Punjab Kings, Delhi Capitals to player perspectives, expert analysis from top Sports broadcaster JioStar, top sports publishers Sportsyaari, CricTracker and more, plus locker-room energy, meme culture, fan reactions, and behind-the-scenes access, Snapchat’s programming is fast, unfiltered, and built for Gen Z.
Snapchat is also where fandom unfolds through instant reactions, banter, and shared moments. This behavior extends beyond fans; the platform has emerged as the unofficial locker room that has sparked viral, unfiltered banter between stars like Arshdeep Singh, creating a new kind of sports fandom.
Participation at scale via Spotlight Challenges & AR: Snapchat is turning match-day moments into viral movements, moving fans from the sidelines and into the center of the action through Spotlight and Augmented Reality. By gamifying the tournament experience, Snapchat enables a “surround-sound” engagement strategy where fans don’t just consume content—they create it.
- Spotlight Fun – Trends in Motion: We are fueling the digital stadium with high-energy challenges that celebrate team loyalty and iconic legends.
- #Paltan2026: Fans are invited to showcase their loudest Mumbai Indians fandom, from intense match-day rituals to blue-blooded victory celebrations.
- #Yellove: Supporters can share what being part of the CSK community means to them, from pre match superstitions to nostalgic highlights and moments that capture the spirit of the Yellow Army.
- Immersive AR – The Digital Jersey: These trends are amplified by industry-leading AR technology that allows fans to literally “wear” their passion. From Face-Painted Team Kits that react to user movement to Interactive 3D Stadium Lenses that bring the arena into the living room, Snapchat’s AR suite ensures every fan is match-day ready.
Snap Stars catching the pulse of the season: Snap Stars across India are reacting in real time, hosting match-day conversations, and creating standout Stories and Spotlight content that capture the pulse of the tournament natively.
[1]ET Snapchat Gen Z Index 2025 (commissioned by The Economic Times & Snapchat; research partner – Kantar)
[2]Snap Inc. and Boston Consulting Group (BCG) report on Gen Z titled “The $2 Trillion Opportunity: How Gen Z is Shaping the New India”.
[3]GlobalWebIndex. Waves: Q4 2024, Q1, Q2 & Q3 2025. Country: India. Audience: Monthly Snapchatters
[4]GlobalWebIndex. Waves: Q4 2024, Q1, Q2 & Q3 2025. Country: India. Audience: Monthly Snapchatters
[5]GlobalWebIndex. Waves: Q4 2024, Q1, Q2 & Q3 2025. Country: India. Audience: Monthly Snapchatters
[6]GlobalWebIndex. Waves: Q2 & Q4 2024. Country: India. Audience: Monthly Snapchatters
