As digital behaviour shifts from public feeds to private conversations, a new study by Snap Inc. and Kantar highlights the growing impact of chat-based advertising formats in India.
The research, conducted via Kantar’s Context Lab, surveyed over 3,100 Indians aged 16-40 across categories like CPG, retail, and electronics between January and February 2026. The findings point to a clear trend: ads that align with how people naturally communicate are delivering stronger results.
At the center of this shift are Sponsored Snaps on Snapchat. According to the study, these formats outperform traditional in-feed ads when it comes to unaided awareness and top-of-mind recall. Users also perceive them as more native to the platform experience and more shareable within conversations.
Among Gen Z audiences, the impact is even more pronounced. Sponsored Snaps were found to drive stronger associations of brands being “cool” and “trendy,” giving them an edge over conventional social formats.
The study reinforces a broader industry shift – from passive scrolling to active, conversation-led engagement. By integrating ads into chat environments, brands can create experiences that feel less like interruptions and more like interactions.
Experts from both organisations noted that chat surfaces capture attention earlier and foster deeper emotional connections, making them a powerful space for modern advertising.
As the digital landscape becomes increasingly cluttered, this approach signals a new direction – where context, conversation, and creativity come together to drive meaningful brand impact.
