Instagram today announced an AR effect called ‘Share Your Light’, and a host of IGTV shows with creators such as Shirley Setia, Kusha Kapila, and Arjun Kanungo. The aim is to enable people's expression and entertainment during this festive period.

While celebrations for Diwali, and festivals surrounding it continue, it will be done within the constraints of physical distancing. But the need to connect and celebrate light and good still remain, something Instagram aims to help with this year. Manish Chopra, Director and Head of Partnerships, Facebook India, said, “Instagram is a cultural hub and a place where people can freely express themselves. As celebrations go virtual, we continue to innovate with features and updates that help people during the festivities. We look forward to the AR effect being used during all upcoming festivals, and the IGTV shows being watched by people whilst they’re staying safe at home. 

The IGTV shows feature original content that is focussed on the creator and their passions. Manish Chopra added, “We’re aiming to inspire the creator ecosystem, with these IGTV shows that best highlight the possibilities with IGTV, once there’s a strong idea, tied closely with the creator’s passion pursuit, and episodic nature of content.” 

Recently, Instagram also launched a few AR filters, gif stickers and content programming for Durga Puja. Creators were also engaged with Reels specific programming, for Rakhi, Onam and Ganesh Utsav.