At a time when consumers are increasingly tuning out traditional advertising due to ad clutter and passive engagement, a new study by Snap Inc. and Kantar India highlights a clear shift in how brands can break through. With 92% of Indian consumers believing AR will transform how they shop, learn, or connect online, the new study ’State of AR in India’ highlights the growing role of Augmented Reality (AR).The study underscores AR’s power as a high-impact advertising formatdelivering superior attention, stronger brand outcomes, and influencing purchase decisions, particularly among Gen Z audiences.

In India, Snapchat continues to double down on a multi-format strategy, where AR is emerging as a critical complement to video, driving deeper engagement and measurable business impact for brands.

Attention: AR Drives Active, Voluntary Engagement

AR is redefining how consumers engage with advertising by capturing active attention rather than passive views.

AR Lenses are the #1 driver of attention, delivering over 2X higher effectiveness and 3X greater efficiency in capturing voluntary, active attention compared to other formats.²

3 in 5 Gen Z users say AR keeps their attention longer than regular posts.¹

This ability to hold attention, despite being skippable, positions AR as a uniquely powerful format in a cluttered digital ecosystem.

Brand Advantage: From Discovery to Decision-Making

Beyond attention, AR is proving to be a strong driver of brand impact and purchase intent making it a valuable tool for advertisers. 2 in 3 Gen Z say AR helps them decide whether to try or buy a product, understand a product better.

Importantly, AR usage in India is closely tied to cultural moments from festivals to local events giving brands contextual opportunities to connect more meaningfully with audiences.

Soumya Mohanty, Managing Director & Chief Client Officer, South Asia, Insights Division, Kantar, added “The data shows that AR is reshaping consumer decision-making in measurable ways. It enhances understanding, builds believability, and increases intent, three critical drivers of conversion. For marketers, this represents a significant opportunity to rethink how immersive formats can drive effectiveness across the purchase journey, not just awareness.”

Adding on, Neha Jolly Sawhney, Head of Ad Revenue, India, Snap Inc., said: India is one of the most dynamic AR markets globally, and what we’re seeing is that AR is moving beyond experimentation and starting to drive real results. When two in three Gen Z consumers say AR helps them decide whether to buy, it signals that immersive experiences are no longer upper-funnel engagement tools,  they are influencing real business outcomes. As a camera-first platform, we are excited to continue building AR innovation that enables brands to move from attention to action.

Content & Creator: AR Fuels Creativity, Expression and Shareability

AR is not just an ad format it’s becoming central to how Gen Z creates and shares content.

●     Nearly 3 in 5 Gen Z prefer posting interactive AR content over static photos or videos.¹

●     Nearly 2 in 3 Gen Z say AR makes brand experiences more immersive and content more exciting.¹

●     Nearly 2 in 3 Gen Z find AR content more entertaining and fun to share with friends.¹

●     Nearly 3 in 5 Gen Z say AR helps them express their personality and create more unique content.¹

This shift positions AR at the intersection of media, creativity, and commerce where users are not just viewers, but active participants and creators.