Snapchat seems to have changed its mind about India


  • This is Snapchat’s first tie-up with the IPL.
  • Snapchat is tying up with four teams from the IPL.
  • Snapchat will add custom stickers, filters and lenses for IPL fans.
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Snapchat today announced a partnership with four Indian Premier League (IPL) teams in India. The company is tying up with the Royal Challengers Bangalore, Mumbai Indians, Delhi Daredevils and Rajasthan Royals.

All of the teams will feature on the app's Official Stories platform, while Snapchat is also adding some other features for users. This includes filters, custom stickers and lenses pertaining to the IPL. The lenses will turn you into "a helmeted player", while your team's anthem plays in the background. Snapchat says these will be available in the respective states automatically, and users can also get it by scanning a Snapcode inside the app.

Features aside, this is Snapchat's first partnership with the IPL and it may stand for a little more. The company entered India some time back but hasn't showed real interest in the country. Facebook, Instagram and Twitter remain the social networks of choice for youth here. According to Statista.com, Snapchat came in at the tail-end of social media usage in the country in the third quarter of 2017.
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Further, Snapchat's CEO, Evan Spiegel, had once been quoted calling India "poor". Spiegel said that his app was meant for "rich people", which is why he didn't want to expand to "poor countries" like India and Spain.

However, the company has been struggling since its IPO last year and seems to have changed its mind. Much like other tech companies, a tie-up with the IPL is usually the best way to gain visibility in India.
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