A new study by Snap Inc. and Kantar India has highlighted Augmented Reality (AR) as a high-impact advertising format amid growing digital ad fatigue, particularly among Gen Z users. The report, State of AR in India, notes that 92% of Indian consumers believe AR will transform how they shop, learn, and connect online, signalling a structural shift in digital engagement. The study finds AR delivering superior attention and business outcomes compared to traditional formats. AR lenses emerged as the top driver of engagement, offering over 2X higher effectiveness and 3X greater efficiency in capturing active attention. Nearly three in five Gen Z users said AR keeps their attention longer than regular posts and are more likely to share branded AR experiences. Importantly, two in three Gen Z respondents said AR helps them better understand products and influences purchase decisions.
Soumya Mohanty of Kantar said AR strengthens believability and conversion intent, while Neha Jolly Sawhney of Snap Inc. noted that immersive formats are now driving measurable business outcomes in India’s fast-evolving digital market. The report also highlights AR’s growing role in content creation, with Gen Z preferring interactive formats that enable self-expression and shareability.
In Kolkata, brands are increasingly aligning AR campaigns with cultural moments such as festivals and local events. Advertisers are using immersive AR experiences to deepen consumer engagement, particularly among younger audiences, helping brands stand out in a crowded digital ecosystem while improving campaign effectiveness and conversion rates.
