Mumbai: Disrupting the cluttered Indian smartphone market with a sharp message and a sharper strategy, AI+ Smartphone has unveiled its first national television commercial (TVC), marking its official entry with a confident challenge to industry norms.
The 30-second film, fronted by acclaimed actor Abhishek Banerjee, takes aim at the overhyped specs and marketing jargon that often cloud consumer choice. Set in a familiar mobile store, the ad opens with a comically exaggerated sales pitch, only to be grounded by Banerjee’s calm dismissal: “Smart is not enough. It needs to be smart where it counts.” The line forms the core of AI+’s positioning—practical, privacy-first, and user-centric.
With this debut, AI+ is taking a stand against gimmickry, appealing to an audience increasingly fatigued by overstated claims. Recent qualitative research commissioned by the brand reveals that Indian consumers are seeking simplicity, strong camera performance, and above all, data privacy. Female users, in particular, expressed unprompted concerns around cross-border surveillance and data misuse—sentiments that the ad tactfully addresses.
The film’s blend of dry humour, real-world insight, and bold storytelling positions AI+ as a smartphone that values clarity over complexity. Rather than touting specs, it promises a smarter, more respectful relationship with the user.
To support its national launch, AI+ is rolling out a multilingual marketing campaign across nine Indian languages: Hindi, Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi, Gujarati, and Odia. The campaign spans TV, digital, OTT, and outdoor platforms, with region-specific versions of the debut commercial to maximise local relevance.
From primetime news and general entertainment channels to regional OTTs and language dailies, the brand’s media strategy is designed to meet Indian consumers where they are—delivering its message in the language they trust.
With a tone that’s bold but not brash, AI+ enters the fray as more than just another smartphone brand. It positions itself as a new voice in the tech space—one that speaks with honesty, relevance, and a deep respect for the Indian user’s intelligence.
“For us, doubling down on security and privacy isn’t a feature—it’s a principle,” said Archi Gogoi, Marketing and Communications Lead at AI+ Smartphone. “Consumers are now more aware of how their data is used, where it’s stored, and who has access.”Especially in a country like India, where digital adoption is rapidly increasing, people want technology that respects their intelligence and protects their personal information. We believe trust and privacy will define the next decade of smartphones, and we’re building with that belief at the core.”
The first AI+ smartphones, AI+ Pulse and AI+ Nova 5G, will be available nationwide starting July 8, 2025.
