The beauty brand becomes the first Indian advertiser on ChatGPT, as Honasa looks to explore AI-led consumer discovery.
Honasa Consumer has partnered with commerce media company Criteo to advertise its beauty brand Mamaearth on ChatGPT, with co-founder Ghazal Alagh describing the company as the first Indian advertiser on the AI platform.
The partnership comes as OpenAI expands ChatGPT advertising to India. Through its integration with OpenAI, Criteo enables advertisers to access ChatGPT’s ad inventory as part of their broader digital advertising campaigns.
Alagh said the decision reflects the changing ways in which consumers discover brands, particularly as AI becomes increasingly involved in the discovery journey.
“The way we discover brands is changing, and AI is becoming a big part of that change,” she said.
“At Honasa Consumer, we’ve always believed that building brands starts with understanding where the consumer is going, not just where they are today. That’s why we’re excited to be the 1st Indian company to advertise on ChatGPT, in partnership with Criteo, bringing Mamaearth into this new era of consumer discovery.”
According to Alagh, the partnership is also intended to give Honasa an early view of how AI could reshape the relationship between consumers and brands, rather than simply adding another advertising channel to its media mix.
“Our partnership with Criteo is an opportunity to be early to this shift—to learn, experiment and explore how technology can make brand discovery more relevant and genuinely useful for consumers,” Alagh said.
ChatGPT’s advertising service is currently available to logged-in adult users on its Free and Go plans, while subscribers to Plus, Pro, Business, Enterprise and Education plans do not see ads. OpenAI has said that more than 50 brands were slated to advertise on ChatGPT in India during its initial rollout, with WPP and Omnicom among the first agency partners in the market.
OpenAI is also set to introduce self-service access to ChatGPT Ads Manager in India from September 4, with daily budgets starting at Rs 725. The company has said advertisements will be clearly labelled and kept separate from ChatGPT responses, with ads having no influence on the answers generated by the platform.
