Samsung and Snapchat have teamed up to add a digital splash of color to Holi celebrations with an AI-powered AR Lens. The new experience lets Snapchat users virtually apply Holi colors through an interactive face-painting effect.
When users activate the Samsung Holi Lens in selfie mode, two Samsung Galaxy S25 devices appear on-screen, positioned over their shoulders. The Lens prompts users to tilt their heads to choose a device, triggering a burst of color onto their faces—just like in a real Holi celebration. This process repeats, layering more colors to complete the effect.
Once all selections are made, the final screen displays a Holi message, wrapping up the experience. Samsung and Snapchat’s partnership brings a new way for users to celebrate the festival, blending technology with tradition.
“Gen Z thrives on immersive experiences, reimagining traditions in ways that feel personal and dynamic. For Gen Z, the festive season is all about self-expression through visual storytelling, with 77% gravitating towards immersive AR lenses to capture and share their celebrations creatively and playfully. Our partnership with Samsung is a vibrant celebration of innovation and culture, reflecting our commitment to bringing fresh, innovative ways to celebrate moments they resonate with. This collaboration not only connects people through color and creativity but also redefines how brands engage with the generation of tech-savvy consumers”, Neha Jolly Sawhney, Head of Advertising Solutions, India, Snap Inc., said.