Snapchat’s Differentiation Is Appealing In India, Says APAC CEO Ajit Mohan

From Disney Hotstar to Meta, you have had quite the journey in the Indian media and tech sector, Ajit. Now in an APAC role, can you tell us more about your initial experiences with Snap and your primary focus areas?

My Snap journey started with conversations with the founders Evan Spiegel and Bobby Murphy. They envisioned a platform that offered an authentic, private space for users to connect with their closest friends and family. This vision resonated with me, especially in a world dominated by public and viral content. Snapchat’s commitment to privacy, authenticity and positive engagement is what drew me to the company. Currently, my focus is on expanding our user base in APAC, particularly in India, and enhancing our ad platform to drive performance for brands.

You mentioned Snapchat’s approach compared to other social media platforms. How has this influenced your strategies for growth in India?

Snapchat’s differentiation lies in its design and policies that promote a safer and more private environment. This is particularly appealing in India, where we have seen significant growth in user engagement, especially among women. The platform’s privacy and safety features have led to a higher female user representation on our platform compared to others, which is something that makes me happy. This is crucial in a country where female participation in digital spaces has traditionally been lower. Additionally, we are investing heavily in building a robust team in India, focusing on content, growth partnerships and sales to ensure we continue to meet the unique needs of the Indian market.

Let’s delve more into the first part, which is about senior appointments in India. What are your expectations from the team?

The team is crucial to our growth strategy in the region. With leaders like Pulkit (Trivedi, India Managing Director, Snap) joining us, we are reinforcing our commitment to India. My expectations from the team are threefold. First, they need to ensure that we continue delivering on our product promises, keeping the unique Snapchat aspects that connect with Indian users at the forefront. Second, they will focus on providing a platform for creators that offers something distinct from our competitors, helping them build authentic, intimate relationships with their followers. Lastly, they need to drive real value for marketers by demonstrating the effectiveness of our ad platform and ensuring that it is worth their investment in terms of time and resources. The India team must play a pivotal role in accelerating our growth in the market.

This is a cluttered space in India though. What are some of the specific strategies you are implementing to drive growth?

India is indeed competitive but we see immense potential. Our strategies include localising content and building partnerships that echo with Indian users. We are also focusing on providing creators with tools to foster more authentic and intimate connections with their followers. This differentiates us from other platforms and leverages Snapchat’s strengths. Additionally, we are enhancing our ad platform to deliver real, measurable results for marketers. This involves substantial investments in product, engineering and business teams to ensure we can offer a comprehensive advertising solution.

Can you elaborate on this approach to performance advertising?

Our pivot to performance advertising means we are not just helping brands build awareness but also driving tangible business outcomes. With a community of 800 million users globally, including a significant portion in the 13-34 age group, Snapchat offers a valuable audience for marketers that they otherwise find elusive. We are continuously refining our ad platform to enable full-funnel marketing, from brand building to driving real sales. This has been a focus over the past 18 months, and we are already seeing positive results. Marketers in India can now leverage Snapchat to reach a young, engaged audience and achieve their business objectives more effectively.

We saw Cannes Lions add a track on Creators this year and one of the fastest-growing Cannes Lions awards category is Social & Influencer Lions. What is the role that creators play in Snapchat’s ecosystem in India?

In India, we see a huge opportunity for young creators to thrive on Snapchat. Our platform offers a unique space for them compared to other social media. This is particularly appealing for creators who want to maintain a real connection with their followers. We are committed to supporting them with tools and features that enhance their creative expression and help them build sustainable careers.

How do you see Snapchat evolving in the next few years, especially in the APAC region?

We are in a phase of rapid growth and innovation. In the APAC region, including India, we are focused on deepening our engagement with users and expanding our community. As the platform naturally ages up, we expect our user base to grow even more. We are also committed to continuously improving our ad solutions to deliver better results for marketers.

Final question, when did you personally start using Snapchat and how has your experience influenced your perspective?

I started using Snapchat around the time I began conversations with Evan and Bobby about joining the company. While I am obviously not in the core demographic of 13-34, my experience on the platform has been incredibly positive. It allowed me to understand firsthand the unique aspects that make Snapchat special – the focus on privacy, authentic connections, and the fun, visual nature of interactions. This personal experience has reinforced my belief in Snapchat’s potential and its ability to offer something genuinely different in the social media landscape.

Noor Fathima Warsia

BW Reporters A veteran journalist in business and corporate journalism, Noor Fathima Warsia is the Group Editorial Director of India’s oldest business publication, BW Businessworld. In her role, Noor leads the editorial initiatives across BW Businessworld’s flagship product and communities focused on education, startups, healthcare and wellbeing, media & marketing, gaming, HR and legal among others. In a career spanning more than two decades, Noor has led the publishing of the flagship BW Businessworld magazine and its community magazines, guided the online editorial team and led communities such as BW Marketing World apart from working on editorial-led IPs such as BW Most Influential Women, BW India’s Most Sustainable Companies, BW Top 50 Marketers and more.