New Delhi, April 6 -- Camera-first social networking app Snapchat is leaning on India's regional film industries, enlisting local celebrities to share movie updates and behind-the-scenes content, to engage Gen Z tier-II and tier-III cities-a win-win for both the platform and filmmakers.

"We work closely with regional film industries across languages spanning Tamil, Telugu, Kannada, and other ecosystems because that's where some of the most authentic and culturally relevant storytelling is happening today," said Saket Jha Saurabh, director and head of content and AR partnerships at Snap Inc., Snapchat's parent company.

"These efforts also play a key role in helping us strengthen our reach across emerging markets, including tier-II and ti...