Orient Electric partners with WPP Media to test ChatGPT advertising

Orient Electric, a home appliance maker under the CKA Birla Group, has teamed up with WPP Media to begin advertising on ChatGPT. The move extends the company's always-on performance marketing into the AI chatbot, which the company sees as a growing place for people to look for ideas and products.

The campaign will focus on conversations about home improvement, interior design and lifestyle. The aim is to put the Orient brand in front of consumers early, while they are still deciding what to buy. The company said about 40% of the campaign budget is set aside for reach, meaning visibility beyond people who are ready to buy now.

Early push into AI discovery

Sandhya Biswas, Chief Marketing and Customer Experience Officer at Orient Electric, said more shoppers now use AI tools to seek inspiration and explore products for their homes. She said this gives brands a chance to take part in the discovery process from the start. She added that the company wants to be more visible in relevant consumer conversations and help people move from inspiration to considering a product.

Navin Khemka, President, Client Solutions at WPP Media South Asia, said consumers are finding brands in more conversational, AI-led ways than traditional search. He said the collaboration will test how these new advertising environments can work alongside an always-on performance strategy. He described it as a chance to learn early what value such platforms can offer brands.

The announcement describes the initiative as an exploration of an emerging platform. The companies have not given details on how long the campaign will run or how its results will be measured. The details come from the companies' own statements.