Snapchat's Two New Lenses In India Are Inspired By Nicknames

Snapchat on Wednesday unveiled two new lenses inspired by a report that throws light on the Indian culture of nicknames.

Snapchat on Wednesday unveiled two new lenses inspired by a report that throws light on the Indian culture of nicknames. According to Snapchat's survey findings, the practice of owning a nickname is more widespread in India than one might think. Snapchat report on nicknames has been released in collaboration with YouGov. Snapchat's two new lenses will be available in India starting June 21 (Wednesday) and the users can access them by searching for "IN Top Nicknames" and "My Nickname IN" in the lens carousel.

The findings added that 96 per cent of Indians have had at least one nickname in their lives with two out of three people believing nicknames are integral to "being Indian". The Snapchat survey research was done via YouGov interviewed 2500 respondents across India between the age of 16-30 years, across 10 cities, including New Delhi, Mumbai, Pune, Bangalore, Chennai, Hyderabad, Kolkata, Lucknow, Indore and Ahmedabad), via a detailed questionnaire. 

"India’s Top Nicknames" lens includes five bespoke designs featuring popular Indian nicknames and the "My Nickname" lens can be used by Snapchat users to create their very nickname.

Meanwhile, among the people who have ever had a nickname, 60 per cent confirmed in the survey that they received their nicknames either during childhood or their school years. However, the nickname received before school is the one that most still go with, highlighting the lasting impact of early connections to one's identity.

The survey further revealed that Indians use nicknames to build deeper connections and validate relationships. Sixty-seven per cent of Indians revealed that they use nicknames to feel closer to someone. This reiterates the emotional connection and cultural attachment associated with the concept of nicknaming in India.