Orient Electric has partnered with WPP Media to explore advertising opportunities on ChatGPT, extending its digital marketing strategy to reach consumers through AI-powered conversations and product discovery.
The initiative will focus on consumer discussions around home improvement, interior design and lifestyle, with the company looking to engage audiences during the early stages of their purchasing journey.
According to Orient Electric, approximately 40 per cent of the campaign budget has been allocated towards reach. The approach is intended to expand brand visibility beyond consumers who are already actively considering a purchase.
The collaboration will examine how advertising within conversational AI environments can complement the company's existing performance marketing activities and support consumer engagement across different stages of product consideration.
Sandhya Biswas, Chief Marketing and Customer Experience Officer, Orient Electric, said the company was examining changes in consumer behaviour as more people use AI platforms to seek inspiration, explore ideas and discover products for their homes.
She said the initiative with WPP Media reflects Orient Electric's efforts to explore emerging consumer touchpoints and improve brand discoverability during relevant conversations.
The partnership will also assess how interactions on AI-powered platforms can connect initial consumer interest with subsequent product consideration.
Navin Khemka, President, Client Solutions, WPP Media South Asia, said consumer discovery was moving beyond traditional search towards conversational, AI-led experiences.
He said the collaboration would examine how emerging AI advertising environments could complement an always-on performance marketing strategy and help brands understand their role in the changing consumer journey.
The initiative will allow Orient Electric and WPP Media to study consumer engagement patterns and assess how AI-led advertising can work alongside the brand's existing media investments.
The development follows OpenAI's introduction of ChatGPT advertising in India in August 2026, when the company began expanding sponsored placements to eligible users on its Free and Go plans.
OpenAI subsequently introduced self-service access through its Ads Manager, allowing advertisers in India to purchase and manage campaigns directly.
The advertising system enables brands to reach consumers through sponsored placements associated with relevant conversations. OpenAI has stated that advertisements are clearly labelled and displayed separately from ChatGPT's responses, without influencing the answers generated by the platform.
For marketers, the introduction of advertising on conversational AI platforms creates an additional channel for reaching consumers during research, comparison and decision-making.
However, the Orient Electric announcement does not specify the campaign's launch date, advertising formats, total budget or expected performance targets.
It also does not disclose whether the initiative has generated measurable results.
The partnership will focus on evaluating the role of ChatGPT advertising in Orient Electric's broader digital marketing strategy, particularly its potential to support brand discovery and complement existing performance campaigns.
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