NE BUSINESS BUREAU
CHENNAI, DEC 4
Snapchat has strengthened its South India focus with the launch of its flagship Snapchat Creator Connect in Chennai, marking the platform’s first major in-person creator gathering in the region. With 76% of Chennai and Tamil Nadu Snapchatters using AR Lenses to share greetings and celebrate festivals, the platform says it is now “deeply woven into the region’s digital expression.”
The event brought together over 100 leading creators — including Sivaangi, Srimathi Chimu and Maanasi — as well as top agency partners (Trendloud, Oodaga, Divokey) and major publishers (Vijay TV, Behindwoods, Galatta), signalling Snapchat’s enhanced commitment to nurturing the creative talent pool across South India.
- First Flagship On-Ground Meet Spotlights AR-Led Vernacular Storytelling Push
- 100+ Creators, Agencies, Publishers Join as Platform Deepens Local Partnerships
- 4X Rise in Spotlight Content Reflects Rapid Creator Momentum Across Region
Creators engaged in hands-on sessions hosted by Snapchat’s Talent Partnerships team, featuring a special Snap School, designed to sharpen storytelling skills and introduce emerging talent to Snapchat’s proprietary creative tools. The local team is also stepping up creator support through programmes such as Savvy on Snap, offering customised guidance to help established partners scale their communities with sharper pop-culture storytelling.
To bolster sustainable creator careers, Snapchat is expanding global revenue share and reward programmes, giving creators more avenues to monetise Spotlight, Stories and AR-led content.
Saket Jha Saurabh, Director & Head of AR & Content Partnerships, Snap Inc., said, “Chennai is the undisputed epicenter of creative innovation in South India. This Creator Connect initiative is our commitment to accelerating the talent emerging from this region. We are empowering the next generation of storytellers by providing them with opportunities to scale their authentic narratives into sustainable, successful careers. Whether it is Spotlight, Stories, AR Lenses or special discovery programs, Snap is actively investing to fuel this growth and solidify the future of India’s creator economy.”
Asal Kolaar Brings Gen Z Energy to the Event
Viral sensation Asal Kolaar joined the Creator Connect discussions, sharing insights on how Snapchat helps him stay connected with fans and experiment with new creative formats.
“Everything I create comes from a real place — my music, my energy, my vibe… Snapchat just makes it easier to share those small, real moments with everyone who supports me and stays part of my journey,” he said.
Guests at the event also experienced cutting-edge AR tech, Try-ons, and the fifth-generation Spectacles, while getting early insights into a new lightweight immersive Specs model scheduled for 2026.
Platform Momentum: India Growth at a High
Snapchat’s Chennai Creator Connect comes at a time of rapid expansion in India, especially among younger audiences. The platform reported:
- Content consumption doubled in the past two years
- 4X growth in creator and publisher posts on Spotlight
- 1.5X rise in official Snap Stars, marking stronger creator demand nationwide
With Chennai emerging as a hub for AR innovation and youth-led storytelling, the Creator Connect initiative further cements Snapchat’s long-term commitment to empowering India’s next generation of creators.
