THE makers of Zero launch India’s first Snapchat Lens
Red Chillies Entertainment has partnered with Snapchat to launch the firstever Augmented Reality (AR) Lens for a film in India to promote the upcoming launch of Zero on December 21. Directed by Aanand L Rai, the film stars Shah Rukh Khan, Anushka Sharma and Katrina Kaif. The Lens that goes live today, will be available until December 22. A source reveals, “Snapchatters will be able to transform themselves into Bauua complete with garland and sunglasses. Launching this week, the Zero Snapchat Lens is an industry first in India and is focused on driving buzz and interest in the upcoming movie amongst mobile-first millennials in India. According to emarketer, the number of Snapchatters in India will have increased by 56% by the end of 2018.” Shah Rukh Khan made his debut on Snapchat on November 2. To mark the occasion, Snapchat created the first Bollywood starinspired filter for SRK fans. Speaking about the initiative, Binda Dey, head of marketing, Red Chillies Entertainment, says, “Bauua’s fans are in for a treat as we give them a chance to look like him. With this customised Snapchat lens, users will be able to click their Bauua look. We are certain people will enjoy the experience of this fun lens while waiting to see Bauua on screen.” Ben Schwerin, VP of Partnerships, Snapchat adds: “We are very excited to collaborate with Red Chillies Entertainment to promote the upcoming launch of Zero. This Bollywood-first activation will provide a unique and fun opportunity for Snapchatters to interact with the movie ahead of its launch.” To use the Zero Snapchat Lens, Snapchatters can tap their face on the camera screen, to launch the lens carousel, where they can swipe to choose a lens. They can then take photos or videos and share it with their friends. A Snapcode for the Zero Snapchat Lens can be downloaded from their website.