Samsung India partnered with Snapchat on a creator-led campaign to launch its newest Galaxy foldable devices, enlisting 60 Gen Z Snap Stars to document the rollout across the platform. The campaign coincided with Samsung’s launch of three new foldables: the Galaxy Z Flip 8, the Galaxy Z Fold 8, and the Galaxy Z Fold 8 Ultra. Preorders are open, with official sales set to begin August 7.

The activation runs in two phases. Twenty creators covered the flagship launch event itself, sharing behind-the-scenes footage, live updates, and first impressions of the devices as the event unfolded. A second wave of 40 creators is now producing region-specific content intended to extend the campaign into smaller cities and towns beyond India’s metro hubs.

Neha Jolly Sawhney, Head of Ad Revenue at Snapchat India, framed the approach as a response to shifting discovery habits among younger consumers. “Gen Z doesn’t discover products the way previous generations did. They trust creators whose experiences feel genuine and relevant to their lives,” Sawhney said in a statement. “Through our partnership with Samsung India, we’re enabling creators to tell authentic stories using the latest Galaxy foldables while connecting with communities across the country in a way that feels natural and engaging.”

Campaign content is distributed through Snapchat Spotlight, Snap Map and the creators’ individual public profiles.

The campaign aligns with data Snapchat has already published on the same demographic. The ET Snapchat Gen Z Index, a quarterly tracking study Snapchat launched with The Economic Times and Kantar last year, found that 80% of Indian Gen Z consumers trust relatable influencer content over celebrity endorsements, compared with 67% for celebrities and 75% for mega-influencers. The same index found only 15% of brands currently have a focused strategy for reaching India’s Gen Z population, despite the cohort’s size.

Source: Media Brief

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