Resh Sidhu, global director of Arcadia AR Creative Studio at Snapchat, says that when it comes to augmented reality, brands should create an emotional connection. Most brands put the brand message first and not the user, and that's where they fail, she tells Storyboard18 in an exclusive interview
Resh Sidhu, global director of Arcadia AR Creative Studio at Snapchat
While the world is betting big on artificial intelligence (AI), American multimedia instant messaging app Snapchat is going all out, pitching augmented reality (AR) services to developers and advertisers, especially in India.
In India, Snapchatters play with AR Lenses over 50B times every month. Over 85 percent of Snapchatters use lenses during festive months in India. Nearly 80 percent of users in India interact with Lenses daily. Snap AR community in India grew by 60 percent in 2022.
New York-based Resh Sidhu, global director of Arcadia AR Creative Studio at Snapchat, was in India recently. Arcadia AR Creative Studio is Snapchat’s in-house full-service creative studio.
She leads a team that is building cutting-edge innovative AR solutions for brands at Snapchat. Sidhu and her team met developers and advertisers to understand what their challenges are and what they want from a platform like Snapchat. She is also in search of talent.
Sidhu has vast advertising agency experience. She had been chief creative officer at Barbarian, following stints with AKQA and Framestore. In fact, when she was creative director at the Oscar-winning VFX studio Framestore, she developed the VR experience for Warner Bros and JK Rowling’s ‘Fantastic Beasts and Where to Find Them.’