This collaboration has been enabled by UM India along with Snapchat’s creative partner Superfan.ai Snapchat has collaborated with Spotify to bring the Gateway of India to life with its augmented reality (AR) Landmarker Lens. The activation will be live from October 14 to 23 and utilise Snapchat’s Landmarker technology that enables AR experiences to transform iconic landmarks in real time. This is the first sponsored Landmarker in Asia, and for Spotify, it is another way to make music more ubiquitous and deliver a seamless creative audio experience. Neha Ahuja, Head of Marketing – India, Spotify says, “Spotify is always looking to bring fun experiences enhanced by music, to consumers. Snapchat’s Landmarker Lens is relevant in this context as the consumers they talk to, are similar to ours in terms of demographics. The AR lens will enable our users to share a few of our Diwali playlists with friends and family. We are always looking to do new things that keep us connected to Gen Z and the millennials, and this activation at the Gateway of India is especially cool because this is a first for any brand in the country”. The collaboration between both brands was enabled by UM India along with Snapchat’s creative partner Superfan.ai, who helped with creative execution and production locally. “We have always been at the forefront of technology and innovation in everything we do. This collaboration between Snapchat and Spotify is testament to our philosophy. This is only the beginning for Spotify and we are excited about what the future holds,” said Jhumka Saha, Senior Vice President, UM To enable the feature, when Snapchatters are close to Gateway of India they will be prompted to find the icon of this landmark. Spotify’s sponsored lens will be the first placement in Snapchat’s lens carousel, and as Snapchatters point their phone’s camera at the Gateway of India, they will be able to see the monument come to life. It will emanate the bright festive spirit through the ‘Diwali Drive’, ‘Diwali Shuffle’ and ‘Diwali Bash’ playlists, complemented by an upbeat soundtrack that they can then share.