Ex-Googlers bring augmented reality to Holi selfies with a localised Snapchat

Click the box showing colors, and tap screen to get colourful selfie, reports Tech In Asia

Look at the first of the three pictures carefully. It is not a simple snap taken on Holi, the Indian festival of colors. In fact, the colors are not real at all! They’ve been put on the face using an augmented reality (AR) app — and it’s not Snapchat.

MaskUp, an Indian app, has launched ‘Holi selfie face filters’ to mark the festival being celebrated today.

And by doing so, it has gone where better-known apps like Snapchat, Face Swap, and MSQRD have not — that is, brought in a specific Indian context to AR.

The app has been devised