Samsung, Prime Video Team Up With Vijay Varma for Fold8

Samsung has teamed up with Prime Video and actor Vijay Varma for a new campaign to highlight the entertainment capabilities of the Galaxy Z Fold8, positioning the foldable smartphone’s larger unfolded display as a full screen for streaming content.

The campaign, titled ‘Where stories meet immersiveness’, combines Samsung’s foldable technology with Prime Video’s entertainment catalogue, with Varma showing how the device can be used to watch content during short breaks and downtime.

The advertisement shows Varma on a hectic film set, using his Galaxy Z Fold8 in between takes, whether in his vanity trailer or on the way to the next location. The film includes Prime Video titles such as Farzi and The Family Man, as well as sports and sci-fi offerings like Project Hail Mary.

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Fold8 Pitched as Portable Entertainment:

The campaign is built around the idea of using small snippets of free time to consume entertainment. Samsung and Prime Video take advantage of the bigger, unfolded screen on the Fold8, marketing the phone as a portable entertainment display, but still keeping the convenience of a phone when it’s folded.

The company has also said that the Galaxy Z Fold8's larger internal display with a 4:3 aspect ratio is perfect for watching films and TV series. The campaign places that exist in a real-world entertainment setting, not just talking about technical specs.

For Prime Video, the partnership gives the streaming service a device-led showcase for its content catalogue, while Samsung gets a chance to display the Fold8's display with familiar entertainment properties.

The campaign is running on digital, television and social media.

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Foldable Race Heats Up:

The partnership comes as competition heats up in the foldable smartphone space. Samsung has been one of the category’s most entrenched players, but rivals including Google are expanding their foldable offerings while Apple is widely expected to enter the category in the future.

Samsung is also seeing strong early demand for its latest foldables. South Korea’s Galaxy Z Fold8 series received 1.44 million pre-orders from July 28 to August 3, its highest ever pre-order number for a Galaxy smartphone series, with the Fold8 accounting for the majority of the demand.

As more competitors enter the foldable market, Samsung’s latest campaign underscores a wider change in how brands are marketing the category — one that’s moved beyond the hardware and toward what consumers can actually do with a larger foldable screen.

Samsung too sees entertainment as a key use case as it seeks to make the Galaxy Z Fold8’s expanded display a core part of the consumer proposition.