Ai+ taps Ishan Kishan in Nova 2 Ultra advertising push

Ai+ Smartphone has launched a television commercial for its Nova 2 Ultra featuring cricketer Ishan Kishan, marking a new advertising push for the company's flagship handset.

The film uses narrative-led storytelling rather than the feature-heavy format common in smartphone marketing. Set in everyday situations, it uses humour and a more informal tone to present the device through scenes familiar to consumers.

The campaign comes as Ai+ looks to sharpen its identity in India's crowded mobile market. It is part of a broader effort to build the brand around trust, design and everyday use, rather than technical messaging alone.

Ai+ is positioning the Nova 2 Ultra as the leading model in its Nova series. Launched in April, the handset is priced at 14999 and will be sold through Flipkart and selected physical retail outlets.

Ishan Kishan gives the advertisement a high-profile face at a time when smartphone brands continue to rely on celebrities and sports figures to boost recall in a highly competitive segment. His on-screen persona, according to Ai+, matched the tone it wanted for the campaign.

Archi Gogoi, Head of Brand, Marketing & Growth at Ai+ Smartphone and NxtQuantum Shift Technologies, outlined the thinking behind the advert.

"At Ai+, we believe the real evolution in this category lies not just in what smartphones can do, but in how they are experienced by consumers. With this campaign, we wanted to move away from predictable formats and create something that feels instinctive, relatable, and true to how people engage with technology today. Ishan brings a natural confidence and relatability that aligns seamlessly with our vision of building a brand that is both accessible and distinct," said Gogoi.

Brand strategy

The advertisement also reflects Ai+'s attempt to stand out in a market where product launches are often accompanied by dense claims about processors, cameras and display performance. By choosing a story-led commercial, the brand is trying to position the Nova 2 Ultra as part of daily life rather than a list of features.

That approach comes as Indian smartphone makers and newer domestic brands look for ways to distinguish themselves from larger global rivals with far bigger marketing budgets. For emerging players, celebrity-led campaigns can build awareness quickly, but the longer-term test is whether a brand can sustain recognition beyond a single launch cycle.

Ai+ describes itself as an Indian smartphone brand focused on reliability, battery life, design and accessible pricing. Its devices run on NxtQuantum OS, which it describes as India's first sovereign mobile operating system.

Domestic platform

NxtQuantum Shift Technologies, the company behind the operating system, presents itself as a deep-tech Indian business building secure digital platforms. Founded by Madhav Sheth, it says it is focused on technology developed in India for both domestic and international markets.

References to a sovereign operating system and privacy-first design place Ai+ within a wider trend in India's technology sector, where companies are increasingly stressing local development, data control and domestic digital infrastructure. Smartphone branding has also begun to absorb that language, particularly among companies seeking to align with national technology ambitions.

For consumers, however, pricing and availability remain central. At 14999, the Nova 2 Ultra sits in India's lower mid-range segment, an intensely contested price band where brands compete on design, battery life, cameras, software experience and online retail visibility.

Flipkart remains an important distribution channel for smartphone brands targeting younger and price-sensitive buyers, while selected offline stores can help expand reach beyond major urban centres. Ai+'s decision to use both channels suggests it is seeking broader market access as it tries to scale the Nova range.

The new commercial therefore serves two purposes: promoting a single handset while introducing the broader image Ai+ wants consumers to associate with its products. Rather than framing the Nova 2 Ultra solely as a technical device, the campaign presents it as a lifestyle product shaped by humour, familiarity and recognisable social settings.