Mumbai: At a time when traditional advertising is increasingly being ignored due to clutter and passive consumption, a new study by Snap Inc. and Kantar highlights how Augmented Reality (AR) is emerging as a powerful tool to re-engage audiences—particularly Gen Z—in India’s evolving digital ecosystem.
Titled ‘State of AR in India’, the study reveals that 92% of Indian consumers believe AR will transform how they shop, learn, and connect online. The findings underscore AR’s growing role as a high-impact advertising format, delivering stronger attention, improved brand outcomes, and measurable influence on purchase decisions.
AR Drives Active Attention
The report points to AR’s ability to generate active, voluntary engagement rather than passive views. AR Lenses have emerged as the top drivers of attention, delivering over 2X higher effectiveness and 3X greater efficiency in capturing active attention compared to other ad formats.
Notably, 3 in 5 Gen Z users say AR keeps their attention longer than regular social media posts, positioning the format as a compelling solution in a skippable, cluttered digital environment.
From Discovery to Purchase
Beyond attention, AR is increasingly influencing consumer decision-making. The study finds that 2 in 3 Gen Z users say AR helps them better understand products and decide whether to try or buy them.
The report also highlights that AR experiences in India are often tied to cultural and local moments—such as festivals and events—giving brands contextual opportunities to engage audiences more meaningfully.
Soumya Mohanty, Managing Director & Chief Client Officer, South Asia, Insights Division, Kantar, added “The data shows that AR is reshaping consumer decision-making in measurable ways. It enhances understanding, builds believability, and increases intent, three critical drivers of conversion. For marketers, this represents a significant opportunity to rethink how immersive formats can drive effectiveness across the purchase journey, not just awareness.”
Adding on, Neha Jolly Sawhney, Head of Ad Revenue, India, Snap Inc., said, “India is one of the most dynamic AR markets globally, and what we’re seeing is that AR is moving beyond experimentation and starting to drive real results. When two in three Gen Z consumers say AR helps them decide whether to buy, it signals that immersive experiences are no longer upper-funnel engagement tools, they are influencing real business outcomes. As a camera-first platform, we are excited to continue building AR innovation that enables brands to move from attention to action.”
AR Powers Creation and Shareability
The study also positions AR as a key enabler of content creation and self-expression among Gen Z. Nearly 3 in 5 users prefer posting interactive AR content over static formats, while close to two-thirds find AR experiences more immersive, entertaining, and shareable.
Additionally, AR is increasingly being used as a tool for personal expression, with a majority of Gen Z users stating that it helps them create more unique and engaging content.
As digital engagement continues to evolve, the findings signal a broader shift where AR sits at the intersection of media, creativity, and commerce—transforming users from passive viewers into active participants in the brand experience.
