Red Chillies Entertainment has partnered with Snapchat to launch the first ever Augmented Reality (AR) Lens for a film in India to promote the upcoming launch of Zero on December 21, directed by Aanand L. Rai and starring Bollywood legend, Shah Rukh Khan.
The Lens, that went live today and runs through December 22, will allow Snapchatters to become the main character, known as Bauua Singh, and interact with the plot line of the movie.
Snapchatters will be able to transform themselves into Bauua complete with garland and sunglasses and interact with the plotline of the movie. Zero’s plot revolves around Bauua Singh (Shah Rukh Khan), a 38-year-old man from Meerut who is vertically challenged. He eventually finds his companion in Aafia Bhinder (Anushka Sharma) a scientist living with cerebral palsy. However, with a twist of fate, Bauaa lands up getting close to a moviestar Babita Kumari (Katrina Kaif). The movie tells a story of a Bauaa who believes in living life to the fullest. His physical form in no way limits the way he approaches life, ‘Zero’ is a film that celebrates life.
Launching this week, the Zero Snapchat Lens is an industry first in India and is focused on driving buzz and interest in the upcoming movie amongst mobile-first millennials in India. Snapchat is continually extending its reach in this demographic and, according to eMarketer, the number of Snapchatters in India will have increased by 56% by the end of 2018 with many coming back hour after hour to create, chat and consume.*
The King of Bollywood, Shah Rukh Khan, recently made his debut as an Official Story on Snapchat. To mark the occasion, Snap also created the first Bollywood star-inspired Filter for SRK fans to join in the celebration of King Khan’s 53rd birthday.
Speaking about the initiative, Red Chillies Entertainment Head of Marketing Binda Dey explained how the Snapchat Lens is the latest innovation creating excitement around the movie ahead of its launch. She added: “Bauua Singh’s fans are in for a treat as we give them a chance to look like him. With this customised Snapchat lens, users will be able to click their Bauua look using Snapchat and share it with their fans. We are certain people will enjoy the experience of this fun lens while they wait to see their favourite character on screen.”
Ben Schwerin, VP of Partnerships, Snap added: “We are very excited to collaborate with Red Chillies Entertainment to promote the upcoming launch of Zero. This Bollywood-first activation will provide a unique and fun opportunity for Snapchatters to interact with the movie ahead of its launch.”
To use the Zero Snapchat Lens Snapchatters can tap their face when on the camera screen, to launch the Lens carousel, where they will be able to swipe to choose a Lens. They can then take photos or videos to capture a Snap and share it with their friends. A Snapcode for the Zero Snapchat Lens can also be found here: bit.ly/ZeroSnapLens