Filter First, Product Later: How Augmented Reality Filters Are Defining Campaigns
In India’s scroll-fast, skip-ad culture, brand campaigns don’t always begin with the product anymore. Instead, they start with a selfie, a swipe, and a share. Augmented Reality (AR) filters—once dismissed as frivolous Snapchat gimmicks—are now one of the most powerful weapons in the PR arsenal. For Indian brands looking to grab attention in under three seconds, AR filters are no longer an add-on; they are the campaign.
The big switch
Traditional ads interrupt; filters invite. Instead of telling consumers, “Buy this product,” AR filters say, “Play with this brand.” The difference is crucial in a country where over 500 million people are on Instagram and Snapchat, and where Gen Z consumers would rather try on a brand virtually than watch another 20-second ad.
The biggest proof of this shift came when Nike launched an AR shoe try-on ad featuring the Miles Morales collection. Using this AR effect, consumers could virtually wear the shoes, seeing how they looked and fit in real time—all without stepping into a store. Engagement soared—not because of discounts or celebrity endorsements, but because the immersive, interactive experience turned shopping into play. Users could experiment, have fun, and share their looks, proving that AR can make the experience itself the star of the campaign rather than the product.
The Desi Examples: Filters Doing the Talking
- Lenskart’s Virtual Try-On
Long before AR filters became buzzwords, Lenskart leaned into AR with its virtual eyewear try-on. What started as a utility became a shareable moment—users weren’t just checking specs; they were posting selfies in 10 different frames, essentially turning themselves into walking ads.
- Zomato’s IPL Face Filters
During IPL 2024, Zomato launched quirky team-support filters on Instagram, letting fans paint their faces virtually in team colors. Not only did this drive app engagement during cricket season, but it also positioned Zomato as more than a delivery service—it became part of the cricket conversation.
- Pepsi’s ‘Har Ghoont Mein Swag’ AR Lens on Snapchat
Pepsi partnered with Snapchat to launch the brand’s first interactive AR Lens in India as part of the ‘Har Ghoont Mein Swag’ summer campaign. This immersive experience allowed users to engage in a “choose your own journey” game, where their responses influenced the swag accessories they received, such as a cap, sunglasses, or jacket. The campaign aimed to resonate with the youth by celebrating self-expression and confidence. Additionally, Pepsi utilised Snap Ads that deep-linked directly to the Lens, enhancing user engagement and providing a seamless interactive experience.
Why Filters Work in India
India’s digital culture thrives on three things: selfies, festivals, and fandoms. AR filters hit all three. Imagine Ganesh Chaturthi without the crowd—now imagine an AR filter where you can place a virtual Ganesha idol in your home and share it with friends. The cultural stickiness is immense.
The psychology is simple: filters make the consumer the hero of the ad.
Risks: The ‘Over-filtering’ Problem
Of course, not all that glitters in AR is gold. Brands risk becoming gimmicky. When every other FMCG brand launches a Holi color-splash filter, fatigue sets in. Consumers begin to scroll past filters as fast as they skip ads. The key lies in relevance. A fitness brand launching a “guess your BMI with face filters” might spark laughs, but it could also backfire for being insensitive.
The Road Ahead
The next phase of AR filters in India won’t just be about looking cool but adding utility. Imagine:
- Swiggy filters that show calorie counts hovering over your favorite biryani.
- Tourism board filters where you can place yourself in front of the Taj Mahal before booking.
Globally, AR shopping is booming, and India—with its massive youth demographic and love for selfies—is the perfect playground.
Conclusion
Filters have flipped the script: the product no longer leads; the experience does. For Indian brands, AR filters are not just campaign props—they are the campaign. In a world where the consumer’s face is the new billboard, filters are ensuring that PR is no longer about persuasion, but participation.
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