Snap’s global AR creative lead on turning ads into invitations

When Resh Sidhu attended Snap’s first India Developer Day last year, she didn’t know what to expect. What she found was a vibrant, tightly connected community of AR developers, buzzing with energy and innovation.

A year later, at Snapchat’s second annual India AR Day event in Mumbai, Sidhu returned to an even larger and more dynamic crowd—one that had grown by over 50% in just two years. Today, India is home to one of the world’s most active AR developer communities, helping shape the future of augmented reality on Snapchat and beyond.

With over 200 million Indian Snapchatters using the platform for visual communication, AR has become integral to digital interaction. More than 85% of Snapchat users in India engage with Lenses to connect with friends and family, particularly during cultural moments and festivals.

Globally, more than 375,000 creators have built over four million AR Lenses, which Snapchatters engaged with over 4.5 trillion times in the past year alone. For brands, this represents a massive opportunity.

AR as a marketing game-changer

Sidhu, the global director of Arcadia AR Creative Studio, believes AR is no longer just a novelty—it’s a vital tool for engagement. “Snap AR ads are not interruptions; they have become invitations. When you see a Snap AR ad, it’s within your chat groups and closest network, making it feel more relevant. This creates a higher propensity for engagement,” she told Campaign.

According to her, four out of five brands using AR see significant results. “To me, it’s not a case of ‘Are you using AR?’ but rather, ‘Why aren’t you using it?’” she added.

Snap Inc. has already partnered with top brands in India, including Nykaa, Myntra, Doritos (PepsiCo), Amazon Prime Video, Hotstar, Swiggy, Ajio, Spotify, and Surf Excel. These collaborations help brands leverage AR for marketing while also enabling creators to build sustainable careers.

Arcadia, Snap’s in-house AR innovation studio, was created by co-founders Bobby Murphy and Evan Spiegel to help brands navigate the AR landscape. The goal? To ensure brands are not just experimenting with AR, but solving real business challenges.

Explaining the approach, Sidhu stated, “We work closely with brands to identify the problem they’re trying to solve and who they’re trying to connect with. When you focus on these aspects, it’s no longer just about the technology—it’s about human connection.”

A great example of this strategy in action is Lego. The century-old company wanted to engage Gen Z and millennials while also rekindling a sense of playfulness in older audiences. Snap and Lego developed Brickatular, an AR challenge that lets users build virtual Lego pieces at lightning speed or create whatever they imagine in free play mode. Launched in 14 markets and available on Snap Spectacles, Brickatular was a hit.

Another example is the Mumbai Indians cricket team. Using AR, they created a virtual jersey try-on experience, allowing millions of fans to feel more connected to their favourite team.

“These are two very different brands, but both found a way to use AR to deepen engagement and fuel brand love,” Sidhu noted. “When you build AR with a clear purpose, the audience engagement follows—and the business results come with it.”

Expanding AR’s reach across industries

While lifestyle, wellness, and beauty brands have been quick to embrace AR, Sidhu believes the opportunities extend far beyond these categories. “Imagine what AR can do for travel and tourism in India. It’s a powerful tool to create immersive experiences for potential travellers,” she said.

She also pointed out that today’s consumers don’t just want to see products—they want to experience them. Whether it’s a watch, bracelet, or earrings, AR lets users virtually try before they buy, building an emotional connection with products in the process.

“This is the future of commerce,” she said. “When consumers feel something, they are just one tap away from making a purchase.”

India is not just a market for AR adoption—it is emerging as a powerhouse of AR development. “India is the hub of democratization of access,” Sidhu emphasised.

Snapchat’s AR technology has been in development for over a decade, and many of its early users have grown up with the platform. Now, they have more spending power, and brands need to rethink their engagement strategies.

“The way Gen Z and millennials engage with brands has drastically changed,” Sidhu noted. “Traditional advertising doesn’t work. Snapchat provides an interactive platform for brands to tell compelling stories.”

With Snapchatters engaging with AR Lenses over 80 billion times a month in India, the opportunity for brands is massive. The country’s fast-growing developer community is well-positioned to drive AR innovation, helping brands tap into this engaged audience with experiences that go beyond passive consumption.

Sidhu’s message to brands was clear: “Snapchat is a platform where your audience is already waiting for you to build your coolest stuff. So, why wouldn’t you?”