Razorpay teams up with OpenAI to introduce ChatGPT Ads in India, enabling brands to reach consumers through conversation-led experiences amid expanding AI-driven sponsorships.
Razorpay has struck a partnership with OpenAI to help Indian companies buy advertising on ChatGPT through its Razorpay Engage marketing platform, as brands look to reach consumers in a new, conversation-led discovery environment. The tie-up is aimed at businesses that want support with preparing product catalogues, launching campaigns and tracking results on ChatGPT Ads, according to the companies. Early participants include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and the Narsee Monjee Institute of Management Studies, or NMIMS.
The move comes as OpenAI expands sponsored placements in India, with ads shown to free and Go users when the system judges a commercial offer to be relevant to the conversation. The New Indian Express reported that the sponsored content appears below ChatGPT answers and is labelled separately from the AI-generated response, a design meant to preserve the distinction between editorial output and advertising. Gadgets 360 likewise reported that the format is being rolled out to India’s free and Go tiers.
Razorpay said its platform is intended to give brands the technical and operational support needed to adapt to the channel, including feed management, campaign setup and performance measurement. The company also said its system uses an AI agent trained on ChatGPT Ads best practices to help create and manage campaigns, while Razorpay staff provide human oversight where judgement is needed. A report from Newsbytes said the platform is designed to help advertisers build catalogues and monitor results more efficiently.
OpenAI’s India enterprise sales head, Nitin Bawankule, said in a statement carried by Storyboard18 that ChatGPT is changing how people discover products and make decisions, with users describing their needs in conversation rather than searching through fixed keyword lists. “Ads can help brands show up meaningfully in those moments, while preserving the trust people place in ChatGPT,” he said. Razorpay chief operating officer Rahul Kothari said the shift creates “an entirely new moment to be discovered”, while Pelki Tshering, chief marketing officer at Tanishq, described the jewellery maker’s first ChatGPT Ads campaign as a new chapter for the brand.
Tanishq appears to be one of the first major Indian brands to test the format at scale. CustomerEngagement.net reported that the jewellery retailer is using ChatGPT Ads to target consumers researching gold exchange and wedding jewellery, with support from HiveMinds, a Madison World unit, and with Razorpay acting as launch partner in India. That approach reflects a broader shift in digital advertising: instead of relying only on search terms, brands are now trying to appear inside longer, more specific exchanges in which customers explain what they want in their own words.
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