OpenAI has launched its first Out-of-Home (OOH) campaign in India to promote ChatGPT, placing billboards in cities including Mumbai, Delhi-NCR, Bengaluru, Chennai, and Jaipur. The campaign features simple text prompts that reflect how users typically interact with the tool, rather than using marketing slogans.
One billboard in Mumbai’s Juhu reads, “Create a meal plan that hits 100g of protein per day. And a grocery list under ₹100/week.” Another in Bengaluru asks, “Can you help me stay consistent about tracking my budget?”
The use of everyday queries instead of promotional language indicates an effort to highlight the functional relevance of generative AI. OpenAI’s approach avoids technical terminology, aiming to connect with a broader audience and position ChatGPT as a tool for practical problem-solving.
The campaign follows a number of India-specific initiatives by OpenAI. The company recently opened an office in New Delhi and appointed Sheeladitya Mohanty, formerly of Meta, as Marketing Lead. In partnership with the Ministry of Education and IIT Madras, OpenAI has also introduced ChatGPT Go—a lower-priced plan for Indian users—and the OpenAI Learning Accelerator, which will provide 500,000 ChatGPT licences to teachers and students.
India is currently OpenAI’s second-largest market after the United States. According to IMARC, the generative AI market in India was valued at $1.3 billion in 2024 and is projected to increase fivefold by 2033.
With other platforms such as Gemini, Grok, and Perplexity also operating in the market, OpenAI’s offline campaign suggests that competition for users in India is extending beyond digital channels.
