OpenAI has unveiled a festive campaign for ChatGPT in India, introducing its newly launched Hindi voices, Neer and Leher, through stories rooted in the lives and aspirations of Indians across towns.
The central film, ‘The Notice’, follows the extended Kumar family after a large property developer lays claim to their ancestral house and farmland. The family comes together to challenge the claim with help from ChatGPT. The ancestral property serves as the emotional centre of the story, representing generations of family life and a future the family is determined to protect.
Introduced in ChatGPT Voice with GPT Live 1.1, Neer and Leher are designed to make spoken conversations with ChatGPT sound more natural. The campaign brings this experience into everyday settings, positioning the platform as a practical source of help with the responsibilities, challenges and ambitions that shape people’s lives.
The campaign builds on OpenAI’s ambition to expand access to AI across different social and economic backgrounds in India, taking into account the languages people speak, the livelihoods they pursue and their confidence in using unfamiliar technology.
Sheeladitya Mohanty, Head of Marketing – India, OpenAI, said, “We want AI to be useful in everyday life for people across India, whatever their language, age, or line of work. Neer and Leher, introduced with GPT-Live-1.1 today, bring natural Indian voices to ChatGPT. Building for India means making ChatGPT easy to use and suited to how people here speak, live, and work. Our goal is to make it a tool people feel confident using to help them achieve what matters to them.”
Neer and Leher feature in the characters’ conversations with ChatGPT in ‘The Notice’, making the new voice experience an integral part of the narrative. The film demonstrates how familiar-sounding interactions can fit into the ways people seek help, develop ideas and work through challenges.
Through the festive season, extended films will follow members of the Kumar family as they pursue individual ambitions, illustrating how the same technology can address different needs within a household and its local economy.
By placing ChatGPT within the voices, relationships and aspirations of the Kumar family, the campaign aims to help more people across India recognise how AI can become useful in their everyday lives.
