By | October 14, 2019
Snapchat, Spotify Team Up for Diwali-Themed Gateway of India ‘Landmarker’ AR Lens

Photo Credit: Snap

HIGHLIGHTS
  • Snapchat launched ‘Landmarker’ in India in August
  • New Diwali AR lens available until October 23 in Mumbai
  • First-ever brand activation for ‘Landmarker’ in Asia

Snapchat and Spotify have partnered for a Diwali-themed augmented reality (AR) lens that only works at one location: the Gateway of India in Mumbai. It will bring the iconic arch-monument to life as it dances — stretches, skews, and warps, in the technical sense — to the beats of Spotify playlists such as “Diwali Shuffle”, “Diwali Drive”, or “Diwali Bash”. It works just like any other Snapchat Lens, really. Open Snapchat when you’re close to the Gateway of India, tap on the sponsored Spotify lens in the lens carousel, and then point your camera at the monument. It will be available for the next 10 days — until October 23 — at the Gateway of India.

The Diwali-themed, Spotify-driven Snapchat lens is part of Snapchat’s “Landmarker” experience, originally launched in April with five locations — Eiffel Tower, Paris; Buckingham Palace, London; US Capitol, Washington D.C.; Flatiron Building, New York; and TCL Chinese Theater, Los Angeles — and then expanded to India in August with Agra’s Taj Mahal, and the Gateway. (The aforementioned five are open to all lens creators for their own takes, via Snap’s Lens Studio.) Snapchat has previously teamed up with other brands for themed activations, including HBO for Game of Thrones’ final season, and Sony Pictures for Spider-Man: Far From Home, the Marvel movie. The new Spotify one is the first in Asia.