The promotion is part of a Friendship Day campaign and includes a collaboration with Bollywood actor Rashmika Mandanna and the launch of a new “Besties Bitmoji Lens,” enabling users to place virtual trophies on friends’ avatars.
Snapchat will offer Indian users a limited-time opportunity to restore up to five Snap Streaks at no cost from July 30 to August 3, marking the platform’s first market-specific rollout of its premium Streak Restore feature. The social media company has partnered with Bollywood actor Rashmika Mandanna for the Friendship Day promotion.
Snap Streaks, which track consecutive days of photo exchanges between users, represent one of Snapchat’s key engagement features designed to maintain daily user activity. The Streak Restore function typically requires payment and allows users to recover accidentally broken streaks; however, it will be provided free of charge during the promotional window exclusively in India.
New “Besties Bitmoji Lens” added to Friendship Day campaign
The campaign also includes the launch of the “Besties Bitmoji Lens,” an augmented reality feature that enables users to place virtual trophies on friends’ avatars. Snapchat has positioned the initiative around Friendship Day celebrations and Mandanna’s “Dear Diary” brand collaboration.
“Friendship is the foundational principle of Snapchat, our platform is where people connect with their close friends and family,” said Saket Jha Saurabh, Director of Content & AR Partnerships at Snap Inc India. The company framed the promotion as targeting Gen Z users who seek to reconnect.
The India-first approach reflects Snapchat’s strategy to customise features for specific regional markets, particularly focusing on user retention through its streak mechanism that encourages daily platform engagement.
Published on July 28, 2025
