Ai+ Smartphone partners with Bigg Boss 20 across five regional editions

New Delhi: Bigg Boss is getting a new housemate, and this one comes with a battery. Ai+ Smartphone has partnered with Bigg Boss Season 20 across its Hindi, Tamil, Telugu, Kannada and Bengali editions, as the homegrown smartphone brand looks to strengthen its presence across India’s diverse consumer markets.

The association gives Ai+ Smartphone a presence across five language editions of one of India’s most recognised entertainment properties. The brand will use the partnership to build awareness and connect with consumers across different regions and cultural contexts.

The five editions will be hosted by some of the country’s best-known television and film personalities. Salman Khan will host the Hindi edition, Vijay Sethupathi the Tamil edition, Nagarjuna Akkineni the Telugu edition, Kiccha Sudeep the Kannada edition and Sourav Ganguly the Bengali edition.

For Ai+ Smartphone, the appeal lies in the show’s ability to travel across languages and platforms. Bigg Boss has evolved from a television property into a wider entertainment franchise that fuels conversations across television, digital and social media.

“In a market as diverse as India, meaningful consumer connections come from understanding the distinct cultures, conversations and contexts that shape audiences across regions,” said Ai+ Smartphone head of brand, marketing and growth Archi Gogoi.

“Bigg Boss is one of the few platforms that combines massive national relevance with incredibly strong regional appeals. For Ai+ Smartphone, this association is about going beyond visibility and becoming part of the conversations and cultural moments our consumers already care about,” Gogoi added.

The partnership will extend beyond conventional advertising. Ai+ Smartphone plans to engage viewers through product integrations, branded moments, contextual content and digital amplification across the Bigg Boss ecosystem.

The strategy is designed to place the smartphone brand within the show’s broader entertainment environment, allowing it to participate in moments and conversations throughout the season rather than relying solely on traditional advertising spots.

The multilingual association comes as Ai+ Smartphone seeks to establish itself as an Indian technology brand with ambitions beyond the domestic market. The company positions itself around accessible, high-performance smartphones and says it aims to combine Indian roots with global aspirations.

Its devices run on NxtQuantum OS, which the company describes as India’s first sovereign mobile operating system. The platform is built around a clean interface, long battery life and software performance, while the brand also emphasises privacy and affordability.

Beyond smartphones, Ai+ Smartphone is developing an AIoT-focused connected ecosystem, with the company seeking to broaden its presence across consumer technology.

The Bigg Boss partnership gives the brand a particularly broad canvas to do so. With five regional editions and five high-profile hosts, Ai+ Smartphone is betting that the shortest route to nationwide recognition may be through conversations already happening in living rooms, phones and social feeds across the country.