Despite 250+ million users in India, Snapchat was perceived as a "niche teen app" by key marketing decision-makers. We launched the brand's first-ever OOH campaign in India to strategically reposition it as the definitive platform for reaching Gen Z.
Challenge
Snapchat faced a major challenge and perception gap in India: despite having 250+ million users, it was widely seen by millennial and Gen X marketing leaders, CMOs, and agency professionals as a "niche teen app." This audience, though aware of Snapchat, often lacked personal experience with the platform and was largely unaware of its true size and scale, making it difficult for them to justify its inclusion in their media plans.
As Snapchat’s Agency of Record, we were tasked to "flip the script" on this narrative: to increase Snapchat's brand relevance and consideration, educate key advertisers on its unique value proposition, and establish it as the definitive Gen Z platform for marketers in India.
Approach
We needed to show our target audience that Snapchat was not just a brand to know, but a vital part of any media strategy targeting India’s Gen Z demographic. To do that, we needed to be front and centre of India’s leading advertisers and marketing decision makers - quite literally.
We partnered with Snapchat to launch its first-ever out-of-home (OOH) campaign in India - “It’s time to advertise on Snapchat”. We began by identifying Snapchat’s key points of differentiation, mapping them against the challenges marketers face. We visually paired these insights with instantly recognisable, proprietary filters, thereby bringing the platform experience directly to the real world.
Multiple master key visuals are being prominently displayed across key sites in Delhi NCR and Mumbai, as out-of-home and digital-out-of-home executions. These strategic placements around large advertisers and agencies are designed to drive relevance, aid consideration and bring the best of Snapchat’s platform to the forefront of the advertising industry.
“At Toaster INSEA, our core purpose is to solve the toughest challenges marketers face today through innovative creative solutions. Our long-term partnership with Snapchat is a powerful articulation of that vision,” said Ira G - Chief Creative Officer, Toaster INSEA.
“As B2B marketing and storytelling experts, it was a privilege launching the brand’s first-ever outdoors campaign in the country - a testament to the collaborative spirit and strategic alignment between our teams. By translating Snapchat's unique ability to connect with Gen Z - India's most influential demographic - into a bold real-world presence, we brought to life the platform’s ability to effectively engage with the generation shaping future consumption. Our team is hard at work and incredibly excited to roll out more innovative campaigns for Snapchat through our partnership.”
Results
The campaign is ongoing. Stay tuned for results!
