Snapchat launches ‘Cricket in a Snap’– an advertising offering for cricket season

Snapchat has introduced ‘Cricket in a Snap’, an advertising offering designed for the cricket season in India. The initiative includes a set of ad formats and integrations aimed at enabling brands to engage with audiences during major cricket events.

According to the company, the offering is built around evolving viewing habits during live sports. Snapchat said 85% of Gen Z users in India follow the IPL, and the platform is increasingly being used as a second screen during matches. The company noted that 55% of Snapchat users watch cricket events on television while 54% stream them online, with more than 90% using a second screen during live games.According to the company, the offering is built around evolving viewing habits during live sports. Snapchat said 85% of Gen Z users in India follow the IPL, and the platform is increasingly being used as a second screen during matches. The company noted that 55% of Snapchat users watch cricket events on television while 54% stream them online, with more than 90% using a second screen during live games. 

The programme introduces a range of formats and tools for advertisers. These include AR-based experiences powered by live match data, branded augmented reality environments, surface-tracking lenses for stadium activations, branded lenses within Snapchat’s AR bar, and post-capture stickers that allow users to add branded overlays to images and videos.

Brands will also be able to collaborate with Snapchat creators through Snap Stars partnerships, where creators produce hashtag-led content linked to cricket conversations and trends on the platform.

Commenting on the initiative, Yagnesh Ravi, Ad Solutions Lead, India at Snap Inc, “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.”

The programme will also feature content from cricket teams and publishers, alongside fan-driven trends and user-generated content. Teams such as Mumbai Indians, Chennai Super Kings, Punjab Kings, Delhi Capitals, and Gujarat Titans will be part of the broader ecosystem of cricket-related content on the platform.

Snapchat said the initiative will also include Spotlight challenges and augmented reality experiences, encouraging fans to participate through match-related trends and interactive lenses during the cricket season.