From stories to snap stars

NAP Inc.'s director of content and AR Partnerships, Saket Jha Saurabh, has been a driving force behind the creative use of Snapchat and continues to inspire many in the digital space.

- SHREYA VERONICA

During the Hyderabad edition of Snapchat Creator Connect, CE had the opportunity to explore emerging trends on the platform and gain deeper insights into the safety features that are built into the app. In our interaction with Saket, he shed light on everything Snapchat has to offer—from its core philosophy to exciting new initiatives.

What exciting initiatives is Snapchat introducing this year?

Snapchat was born during an era when social media revolved around likes, comments, and follower counts, fueling the pressure to showcase only the most curated, 'perfect' moments. Snapchat flipped the script. It was designed from the ground up as a space for real, visual communication between close friends and family, free from the pressures of public metrics.

Unlike traditional social media platforms, Snapchat opens directly into the camera—turning every user into a creator. There's no endless feed, no scrolling through strangers' lives—just you, your stories, and your real connections.

In 2025, Snapchat continues to evolve with a host of creator-first initiatives. We're kicking things off with Snapchat Creator Connect, a multi-city program debuting in Hyderabad, focused on empowering Gen Z and the next generation of digital storytellers. Through mentorship, engagement tools, and monetization support, we're helping creators build sustainable careers while redefining short-form storytelling.

Tell us more about Snapchat Creator Connect 2025 Hyderabad Edition.

Hyderabad plays a pivotal role in Snapchat's expansion across South India. Fueled by the energy of Gen Z users and a rich tradition of storytelling, the city was a natural choice for launching Creator Connect.