Snapchat India, in partnership with global marketing data and analytics company Kantar, has released a new report highlighting the advertising impact of ‘Sponsored Snaps’ in India. The study found that ads placed within Snapchat’s Chat feed, which is described as the platform’s most frequently used surface, deliver 2.5x higher Brand Awareness and 1.7x higher Unaided Awareness compared to other in-feed social platforms, along with stronger Top-of-Mind (TOM) Awareness.
According to the report, Snapchat’s Chat environment functions differently from traditional social feeds by fostering “Active Intent” rather than passive scrolling behaviour. While many social platforms are associated with endless feed consumption, Snapchat positions Chat as a space built around intentional one-to-one communication, allowing brands to engage users in a way that feels more relevant and less disruptive.
The Kantar Context Lab survey analysed brand impact across categories including CPG, retail and smartphones. Findings from the report showed that Sponsored Snaps generated strong performance across the marketing funnel, particularly in upper-funnel brand metrics. When paired with video, Sponsored Snaps delivered a +38 point lift in Top-of-Mind Awareness.
The study also pointed to high attention levels among Snapchat users in India, reporting 83.4% Passive Attention along with nearly 20% Active Emotional Engagement. In terms of user experience, 93% of Snapchatters surveyed said Sponsored Snaps fit naturally into their platform habits, while 95% found the advertisements relevant to them.
The report additionally highlighted the role of shareability in driving ad effectiveness. According to the findings, 94% of users felt Sponsored Snaps made it easier to share new discoveries with friends, turning advertisements into more recommendation-like experiences within conversations.
A dedicated “Gen Z Spotlight” section in the report noted that younger audiences responded particularly strongly to Chat-based advertising formats. Sponsored Snaps reportedly drove a 1.7x stronger “Cool and Trendy” perception among Gen Z users compared to competing platforms. The format also generated a +34 point lift in Top-of-Mind Awareness within the cohort, underlining the importance of culturally relevant and communication-led ad experiences for younger consumers.
“We’re seeing a clear shift across the industry, where the most meaningful interactions are moving away from public feeds into personal conversations. Snapchat has always been built around real relationships, with Chat at the core of that experience,” said Yagnesh Ravi, Head of India Ad Solutions, Snap Inc.
He further added, “This research reinforces that when advertising aligns with how people naturally communicate, moving from passive viewing to active intent, it delivers stronger results. Sponsored Snaps are designed for this environment, enabling brands to create full-screen, immersive experiences within Chat. This allows brands to show up in a way that feels native and engaging, more like a conversation than an interruption.”
“The Context Lab study demonstrates that the Chat surface is a high-impact environment that captures attention early and reinforces brand presence,” says Andy Gallagher, Head of Media, Kantar APAC . “By leveraging the usage of the Chat feed, Sponsored Snaps deliver meaningful emotional engagement and significantly high brand associations. It is a step-change in how brands can cut through the clutter in a crowded digital landscape.”
