Regional cinema, especially from the South, is driving India's entertainment growth, clocking 1,111 releases and a 9% jump to ₹20,500 crore last year.
Snapchat's move matches this trend and keeps it competitive with apps like Instagram.
Still, as Ujjwal Mahajan of Chaupal notes, low ad revenue remains a challenge for platforms like Snapchat, even as they score big partnerships like Aha's Telugu Indian Idol, making it harder to unlock their full potential in India.