OpenAI has rolled out ChatGPT’s first nationwide omnichannel brand campaign in India, that spotlights voice-first, regional-language experiences designed for Indian consumers.

At the centre of the campaign are two emotive, everyday stories that show how Indians are using ChatGPT to overcome limitations, build confidence and unlock new possibilities. 

Directed by Bharat Sikka, the films lean into India’s linguistic diversity, airing in seven languages to demonstrate ChatGPT’s localisation strengths.

The campaign will be released in Bengali, Hindi, Kannada, Malayalam, Marathi, Tamil, and Telugu. 

The first film, now live, follows a young woman who turns to ChatGPT while preparing for a job interview. 

What we think about it: By spotlighting everyday progress, the films make ChatGPT feel accessible, empathetic and culturally aware. The multilingual approach, allowing the brand to speak in the voice of its users rather than at them, grounds the AI tool in relatable moments, making it feel personal.

Sheeladitya Mohanty, head - marketing, OpenAI India, said, “We believe that you don’t have to speak a different language than your primary one, to access AI tools. Our focus is on making ChatGPT feel natural, intuitive and culturally aware across Indian languages. This campaign is inspired by several real life cases where ChatGPT has been a trusted tool, helping people learn, create, prepare, communicate, and grow - in the language they are most comfortable in.”

CREDITS

Director: Bharat Sikka
DOP: Karthik Vijay 
Production House: Ransom Film

The campaign builds on a stream of recent India-first launches, including Study Mode for students, the ChatGPT Go subscription plan, and IndQA, a specialised benchmark designed to evaluate AI models against Indian languages and cultural context, and will air on television, along with streaming and digital platforms, with stills in print media and OOH sites.