Diwali is almost over, the decorative lights have gone back into storage while the last of the festival delicacies remain. Indian brands made sure this Diwali they connected with interesting stories, a proof of which is this list of six videos. While it is rare for international startups to encash from a festival like Diwali but Snapchat has been an exception.
On Diwali day, the US $10 billion valued ephemeral picture-sharing app introduced a new collection of snaps called Diwali in India – the festival of lights, reported DigiDay. The collection was a part of Snapchat’s Our Story feature, which lets users collectively post photos and videos captured at the same live event on a common thread, for the entire Snapchat community to see.
Snapchat which reported in May 2014 that the app’s users were sending 700 million photos and videos per day, had introduced the Snapchat OurStory earlier this year in the month of June. Revealing on its blog Snapchat said – “We built Our Story so that Snapchatters who are at the same event location can contribute Snaps to the same Story. If you can’t make it to an event, watching Our Story makes you feel like you’re right there! It’s really easy to use.”
The feature can be found in the Live section under recent updates. If you are present at the event then you need to on the geolocation and contribute to the content stream, which is then curated by Snapchat to weave a story around the event. Thereafter users anywhere in the world can view the stories created by the Snapchat community at selected events.
Snapchat has been testing the feature at live events, it launched with Electric Daisy Carnival event and later on featured lot of popular live events such as music festivals and sports games. The popular feature today is being viewed 500 million times per day.
Speaking to DigiDay, Mary Ritti, VP of communications at Snapchat shared, “We receive a lot of hours of content and curate to create the best story. It lets people feel like they are actually at the event, even if they are across the world.”
Mary is yet to address LI’s question on why did Snapchat think of curating Diwali stories but she informed Digiday that, “We love the idea of giving the Snapchat community a glimpse of interesting things that are happening around the world.”
Besides Snapchat even introduced a special font in India for the section, inspired by traditional color motifs on the floor called rangolis.
Users on the app have contributed photos and videos capturing the essence of the festival. While it is tough for us to get the images or videos curated in the stories, the below tweets might give you a feel of the appreciation that Snapchat got from this move.
The Diwali in India snapchat story was the nicest thing. S/o to @snapchat for putting up something that’s not stupid white ppl shit for once
— Irum Alam (@irumalam) October 23, 2014
— Sunny Patel (@sunnyp25) October 23, 2014
The Diwali in India @Snapchat “Our Story” is really cool. Love the glimpses into another culture. Good use of the platform!
— Ross Sheingold (@RossSheingold) October 23, 2014
— Sheeffah Shiraz (@SheeWrites) October 23, 2014
— Aimée (@AimeeLoved_B) October 23, 2014