Snapchat’s OOH push reminds brands where Gen Z is hanging out

If you’ve recently driven past large, unapologetically yellow billboards in metro cities that feel like they’re speaking directly to marketers that’s because they are.

Snapchat has kicked off a cheeky new OOH campaign titled It’s Time to Advertise on Snapchat, taking a direct shot at brands struggling to reach Gen Z. The billboards don’t beat around the bush. Instead, they scream messages like “DON’T CRY OVER POOR ENGAGEMENT. SNAP OUT OF IT.” and “GEN Z’S ATTENTION IS ON SNAPCHAT. BE THE CENTRE OF IT.”

As digital advertising becomes increasingly competitive, social media giants like YouTube, WhatsApp, and Instagram have begun crafting campaigns that speak directly to marketers. Now, Snapchat joins the list with a new out-of-home (OOH) campaign across India’s metro cities — one that’s aimed squarely at brands trying to crack the Gen Z code.

And when it comes to Gen Z, that attention is fragmented, fleeting, and fiercely fought over.

A platform built for Gen Z  and now, for brands chasing them

Unlike legacy social networks, Snapchat was never built for everyone it was built for a very specific someone: Gen Z. Known for disappearing messages, quirky filters, and a friend-first philosophy, the platform carved out its niche in a cluttered social landscape.

With over 250 million monthly active users in India, Snapchat is now one of the leading Gen Z-centric platforms in the country. Globally too, it remains a culture-shaping ecosystem, where trends often begin before they hit mainstream feeds.

But being popular with Gen Z and being part of marketing media plans don’t always go hand-in-hand. That’s the gap this campaign seems to be addressing.

"It’s Time to Advertise on Snapchat campaign shows our commitment to helping brands connect with India’s Gen Z, who are shaping culture and the economy. The campaign is simple, straightforward, fun and really gets straight to the point on how to engage with this cohort. It’s a friendly nudge to rethink the old way of doing things and explore Snapchat that presents multi ad formats that are winning attention," says Ankit Goyle, head of marketing, Snapchat – India.

 Right outside the marketer's window
The placement strategy of these billboards is telling they’ve been spotted around the offices of major brands, media agencies, and marketing hubs, making sure the message hits where it matters. The tone, too, is intentionally casual yet firm — almost like a witty creative lead giving feedback during a brainstorm.

This isn’t just about visibility it’s a positioning play. Snapchat wants to remind decision-makers that it’s not just where Gen Z spends time, it’s where they create trends, talk to friends, and increasingly, shop or discover brands.

The OOH leg is only phase one. A digital leg of the campaign will go live from July 10, likely echoing the same directness but in formats native to the platform.

From AR lenses to multi-format storytelling
Snapchat has long championed innovation in mobile creativity — augmented reality lenses, creator collaborations, and vertical-first content. While that may not have always translated into mainstream brand adoption in India, the platform seems ready to change that.

Whether it’s a product trial through an AR try-on lens or an influencer-led story sequence, Snapchat is pitching itself as a creative playground with measurable engagement — not just another place to “boost” a post.

With Toaster INSEA conceptualising the campaign as Snapchat’s agency of record, the messaging is crisp, on-brand, and hard to ignore — both literally and figuratively.

Final snap
With Gen Z poised to account for over $2 trillion in global spending power by 2035 and 377 million of them living in India, the platform they use most casually might just be the one brands need to take most seriously.

As every platform now competes for brands’ media budgets, Snapchat isn’t just asking for a seat at the table — it’s putting up a billboard right outside the boardroom.

But in a cluttered adscape full of noise and choices, the real question is: will brands snap to it or scroll past the opportunity?