For most smartphone brands, launching in India's fiercely competitive market is challenging enough. For Ai+ Smartphone, doubling down on a partnership with India's Got Latent Season 2 despite the show's previous controversies, was another calculated risk.
According to Archi Gogoi, Head of Brand, Marketing & Growth at Ai+ Smartphone and NxtQuantum Shift Technologies, the association was driven by one factor above all else: relevance.
"Samay Raina connects exceptionally well with today's youth. For us, it was about finding someone who naturally resonates with the audience we want to reach," she said, adding that the partnership also reflects the brand's own values of being bold and accessible.
Rather than viewing the collaboration as controversial, Gogoi believes it mirrors the company's decision to enter an already saturated smartphone market. "Launching a new smartphone brand today is itself a bold move. Partnering with India's Got Latent felt like a natural extension of that mindset."
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While affordability is often seen as Ai+'s biggest differentiator, Gogoi insists the brand's broader mission is to make premium technology accessible. The company launched with smartphones priced below ₹5,000 and has since expanded its portfolio to include flip phones and other products, while maintaining comparatively accessible price points.
The brand is also positioning itself around privacy and what it calls ‘Applied Intelligence’. Gogoi clarified that Ai+ does not describe itself as an AI-first smartphone brand. Instead, the company uses the term to emphasise technology that works alongside human input to simplify everyday life, while reinforcing transparency and digital sovereignty.
On the marketing front, Gogoi said Ai+ follows a campaign-led media strategy rather than favouring one channel. While IPL campaigns leaned heavily on television, the India's Got Latent association has been led primarily through digital platforms. Performance marketing and self-serve advertising tools remain integral to reaching specific consumer segments.
Since launching a year ago, Ai+ has introduced seven smartphones alongside multiple products across categories such as smartwatches, earbuds and tablets. Gogoi said each device is designed with a distinct identity, pairing differentiated aesthetics with features such as customisable notification lights that encourage users to spend less time on their screens.
Looking ahead, she expects India's smartphone market to become even more competitive, but believes smartphones will remain at the centre of consumers' digital lives, creating opportunities for both established and emerging brands.
