A new study by Snap Inc. and Kantar India has highlighted how Augmented Reality (AR) is emerging as a powerful tool to counter rising ad fatigue among Gen Z users in India. The report, titled State of AR in India, found that 92% of Indian consumers believe AR will transform how they shop, learn, and connect online. The study shows that AR is delivering stronger engagement compared to traditional formats. AR lenses generate over twice the effectiveness and three times the efficiency in capturing active user attention. Notably, three in five Gen Z users said AR holds their attention longer than regular content, while two in three said it influences their decision to try or buy products.
Industry leaders emphasised that AR is no longer limited to awareness campaigns. Soumya Mohanty of Kantar said AR enhances understanding, trust, and purchase intent—key drivers of conversion. Neha Jolly Sawhney of Snap Inc. added that India is becoming a dynamic AR market where immersive experiences are delivering measurable business outcomes.
The report also found that AR is shaping content creation, with a majority of Gen Z users preferring interactive AR posts over static formats, making brand experiences more engaging and shareable.
In Kolkata, advertisers are increasingly exploring AR-led campaigns, especially around festivals and regional events. Brands are leveraging AR to create culturally relevant, interactive experiences that resonate with younger audiences, helping improve engagement and conversion in a competitive digital advertising landscape.