Snapchat has partnered with Samsung India on a creator-led campaign to launch the company’s latest Galaxy foldable smartphones, enlisting 60 Gen Z Snap Stars from across the country to drive content around the launch.
The activation, which began on 22 July, is being rolled out in two phases. In the first phase, 20 creators attended the launch event, sharing behind-the-scenes moments, live updates and first impressions of the new devices. In the second phase, another 40 creators from across India will produce localised content tailored to their respective audiences, extending the campaign’s reach beyond metro markets.
Neha Jolly Sawhney, head of ad revenue, Snapchat India, said Gen Z discovers products differently from previous generations, placing greater trust in creators whose experiences feel genuine and relatable. She said the partnership with Samsung India is designed to let creators tell authentic stories with the Galaxy foldables while connecting with communities across the country in a way that feels natural rather than promotional.
Campaign content is being distributed through Snapchat Spotlight, Snap Map and the public profiles of the participating Snap Stars, giving Samsung access to Gen Z audiences through formats native to how they already consume content on the platform.
The collaboration reflects a broader shift among smartphone brands toward creator-first launch strategies, particularly for premium and foldable devices, where authentic peer recommendation is increasingly seen as more persuasive to younger buyers than traditional advertising formats.
