Snapchat pitches itself as IPL's second-screen powerhouse.

The article focuses on Snap Inc.'s strategy for engaging India's Gen Z audience during the Indian Premier League (IPL) through Snapchat, as presented by Yagnesh Ravi, India Ad Solutions Lead at Snap Inc. Gen Z, now the largest generation in India with significant consumer spending power, exhibits rapid attention decay, making traditional interruption-based advertising ineffective. Snap advocates for multi-format campaigns—including video, augmented reality (AR), and interactive tools—to sustain attention and drive engagement, noting that adding Snapchat to campaigns increases attention by 22 percent among younger users. Snapchat’s platform supports active second-screen behavior during cricket matches, fostering social interaction rather than competing with primary viewing, while Indian cricketers’ presence as creators enhances real-time fan engagement. With over 250 million monthly active users in India, predominantly aged 13 to 34, Snapchat positions itself as a key platform for brands targeting youth culture and live sports conversations. [Extracted from the article]