Snapchat’s Focus on Augmented Reality in India: An Exclusive Interview with Resh Sidhu

American multimedia instant messaging app Snapchat is making waves in India with its focus on augmented reality (AR) services for developers and advertisers. With over 50 billion plays of AR Lenses every month in India, Snapchat is capitalizing on the country’s growing interest in AR technology.

Resh Sidhu, the global director of Arcadia AR Creative Studio at Snapchat, recently visited India to meet with developers and advertisers. With a background in advertising agencies and experience in developing VR experiences, Sidhu is leading a team that is creating cutting-edge AR solutions for brands on Snapchat.

In an exclusive interview with Storyboard18, Sidhu shared insights on the importance of AR in marketing and the impact it can have on consumer engagement. She emphasized the role of design in creating immersive AR experiences and highlighted the need for brands to prioritize user experience.

While Snapchat is focusing on AR, Sidhu also shared her thoughts on the role of artificial intelligence (AI) in creativity. As the Jury President for Digital Craft Lions at Cannes, she noted the emergence of AI as a powerful creative tool that can push boundaries and enhance artistic expression.

With Snapchat’s AR initiatives gaining momentum in India, Sidhu’s expertise and vision are set to drive innovative campaigns and redefine consumer interactions in the digital space. As brands and marketers look to leverage technology for engaging experiences, Snapchat’s AR offerings are poised to make a significant impact in the Indian market.