AI+ Smartphone has rolled out its first national campaign, marking its entry into the market with a message that calls time on ‘the tired tactics of overpromised, underdelivered tech’. 

Positioning itself as ‘India’s first fully indigenous AI+ Smartphone’ that’s designed and manufactured in the country, the campaign aims to cuts through the noise and challenge the status quo in a category crowded with buzzwords, exaggerated specs, and flashy gimmicks.

Featuring actor Abhishek Banerjee, the films takes a clear-eyed look at the modern smartphone experience—one where complexity is often mistaken for innovation. Flipping the script, it reminds viewers that real smartness lies in how thoughtfully a phone serves its users’ needs of clarity, camera quality, and data privacy.

With a tagline that says, ‘Asli India Ka Apna Smartphone’ (Real India’s own smartphone), the films combine sharp humour with everyday relatability, positioning AI+ as not just another spec-driven promise, but as a smartphone that respects the user’s intelligence and privacy.

As part of its national rollout, the brand is launching a multilingual campaign across nine Indian languages: Hindi, Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi, Gujarati, and Odia, spanning television, digital, and outdoor media.

Archi Gogoi, marketing and communications lead, AI+ Smartphone, said, “For us, doubling down on security and privacy isn’t a feature—it’s a principle. 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 AI+ smartphones, AI+ Pulse and AI+ Nova 5G, will be available on Flipkart starting 8 July 2025, according to the company.