US-based Snapchat launches sponsored snaps in India, Reliance Retail's AJIO becomes first brand to join

US-based social media company Snapchat has introduced Sponsored Snaps in India, a new ad format that places full-screen vertical video messages directly into a user’s Chat inbox.

The inaugural partner in India is Reliance Retail’s e-commerce platform AJIO, which aims to tap into Snapchat’s highly engaged, youth-centric audience. 

Sponsored Snaps will allow advertisers to engage prospective customers across the funnel all within a single ad placement. This achieves multiple objectives, from raising awareness with broad reach in the chat inbox, to improving consideration with people who choose to view the Snap, to driving conversion with an in-message call-to-action.

“Sponsored Snaps present a unique opportunity to connect with digital-first consumers in an organic and interactive manner,” said AJIO Chief Marketing Officer Arpan Biswas.

“As one of the first brands in India to adopt this format, we’re excited to leverage its potential to elevate our storytelling and foster deeper, more meaningful connections with Snapchat’s dynamic and highly engaged community.”

AJIO is using the format to showcase new fashion collections, in line with the brand’s broader digital engagement strategy.

Snap Inc’s India Head of Ad Monetization, Neha Jolly Sawhney, called Sponsored Snaps “a first-of-its-kind ad format tapping into Gen Z’s preference for visually rich, engaging content.”

By deploying ads directly in Snapchat’s Chat section, Sawhney said brands can “connect with our community in an authentic way,” expanding their visibility via a feature that is already one of the platform’s most widely used.

Sponsored Snaps initially launched in the U.S., where Universal Pictures promoted “Wicked Part 1,” and in Canada, where Disney used the format for “Moana 2.” As Snapchat refines these interactive ads, the company hinted at future AI-driven capabilities, such as personalized recommendations and real-time customer support.

The launch follows Snapchat’s recent push to offer high-impact, measurable ad solutions, with India as a pivotal market given Snapchat’s more than 200 million local users. By providing immersive ad experiences, Snapchat aims to reinforce its reputation among Gen Z and millennials, while offering Indian brands a novel way to reach digitally savvy customers.