THE mak­ers of Zero launch In­dia’s first Snapchat Lens

Hindustan Times ST (Jaipur) - Hindustan Times (Jaipur) - City - - Front Page - HTC

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.

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