Snapchat this Independence Day has something special for its Indian users. The social networking platform has brought its Augmented Reality (AR) feature “Landmarker” to the Indian door of New Delhi. The feature will allow Snapchat users, also known as Snapchatters, to superimpose augmented reality experiences over the historic monument. In addition to bringing Landmarker to India Gate, Snapchat has introduced exclusive image filters it calls “Lenses” to allow its users in the country to virtually celebrate 75th Independence Day by creating custom photos. The app has also created a hashtag #MeraBharatMahan to display different creations of Indian users.
To experience Landmarker, Snapchat users who approach India Gate will be notified to point their camera at the monument. This will add an AR layer to beautify India Gate with the tricolor.
Snapchat initially offered Landmarker for five locations around the world, although its parent company Snap expanded support for the feature in India in August 2019, bringing it to Gateway of India in Bombay. and at the Taj Mahal in Agra. Snap also teamed up with Spotify shortly after launching Landmarker in India to showcase a Diwali-themed AR lens for Gateway of India.
In addition to expanding its Landmarker feature, Snapchat has brought in new AR goals on the occasion of Independence Day. Users can also use the #MeraBharatMahan tag when sharing their short videos in the app to have a chance to showcase their creations in the Spotlight feed.
“Snapchat’s strategy remains focused on deepening the local and culturally relevant experience for Indian users through product developments, creative tools, community interaction and partnerships,” said Durgesh Kaushik, Head of Market Development, India of Snap, in a prepared statement.
According to data shared with Gadgets 360, Snapchat’s daily user base in India has grown 100% year-on-year in the last five quarters. Snap also claimed that its app has experienced 150% growth in daily active users over the past year. However, it did not provide an estimated number of users to Snapchat of India.