Samsung & Snapchat: Holi AR lens launched

Samsung and Snapchat have launched an innovative and colorful AR Lens experience for Holi. This exclusive experience immerses Snapchatters in the vibrant spirit of Holi, allowing them to celebrate with an interactive and dynamic face-painting effect.

When Snapchatters open the Samsung Holi Lens in selfie mode, two Samsung Galaxy S25 devices appear on-screen, dynamically positioned above user's each shoulder. They are prompted to "Tilt your head" to select a device, splashing vibrant paint in the corresponding color onto their faces, mirroring the Holi tradition. This process repeats three more times, beautifully layering a face paint effect.

As the selections are completed, Snapchatters’ faces transform into a dynamic canvas, symbolizing the vibrant energy of Holi. The experience culminates with a celebratory screen displaying a festive Holi message, further enhancing the joyous festive mood.

“Gen Z thrives on immersive experiences, reimagining traditions in ways that feel personal and dynamic. For Gen Z, the festive season is all about self-expression through visual storytelling, with 77% gravitating towards immersive AR lenses to capture and share their celebrations creatively and playfully. Our partnership with Samsung is a vibrant celebration of innovation and culture, reflecting our commitment to bringing fresh, innovative ways to celebrate moments they resonate with. This collaboration not only connects people through color and creativity but also redefines how brands engage with the generation of tech-savvy consumers”, said Neha Jolly Sawhney, Head of Advertising Solutions, India, Snap Inc.