Snap and Spotify have teamed up in an interesting way for a promotion in India around the Diwali festive season.

The Snapchat app has a new augmented-reality lens designed to be used in a specific location: the Gateway of India monument in Mumbai.

“The Spotify lens adds some unique AR experiences with special 3D effects, which users can access by pointing the phone’s camera on the monument,” explained news site LiveMint. “Spotify has also created playlists listed as ‘Diwali Shuffle’, ‘Diwali Drive’ and ‘Diwali Bash’, which users can add to the AR experience before sharing it with their friends and family on Snapchat.”

Spotify is benefitting from Snap’s desire to make Snapchat bigger in India, where it faces powerful competition in the form of TikTok. AR lenses is (for now) one area that differentiates Snapchat from that rival.

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Stuart Dredge

Music Ally's Head of Insight

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