Sebamed has started testing advertising on ChatGPT in India, in partnership with WPP Media
CE DESK 
Sebamed has started testing advertising on ChatGPT in India, in partnership with WPP Media. The skincare brand, marketed in India by USV Pvt Ltd, is among the first in the country to explore this new ad format. The activation is part of OpenAI’s wider rollout of ChatGPT Ads, which began in India in late August 2026. WPP and Omnicom are OpenAI’s first agency partners for the country.
The campaign centres on Sebamed’s pH 5.5 proposition. It targets ChatGPT conversations around oily skin, cleansing, dryness and skin health. When users ask questions related to these topics, they may see a sponsored card from Sebamed below the chatbot’s response. The ad highlights Sebamed Gentle Facial Cleanser for oily and combination skin. The message ties back to the brand’s core promise: effective cleansing without compromising the skin’s protective barrier.
This is not a typical banner or pop-up. ChatGPT ads appear as compact, clearly labelled “Sponsored” cards. They sit below the main answer, not inside it. OpenAI has said these ads do not influence what ChatGPT recommends. They are shown based on the conversation topic, the user’s previous chats and memory, and their interaction with past ads. In India, ads are visible only to logged-in adult users on the Free and Go tiers. The Go plan is priced at ₹399 per month. Users on Plus, Pro, Business, Enterprise and Education plans see an ad-free experience.
For Sebamed, the goal is to connect with consumers at moments of intent. Instead of pushing ads into general feeds, the brand is showing up when people are actively asking skincare questions. This could include queries like “best cleanser for oily skin”, “how to fix dryness after washing face” or “what does pH 5.5 mean for skin”. By aligning with these real-time discovery journeys, Sebamed hopes to move from awareness to consideration more efficiently. WPP Media is helping structure the targeting, creative and measurement for this pilot.
ChatGPT Ads reached a $1 billion annualised revenue run rate within about 200 days of launch globally. India is one of ChatGPT’s largest markets by weekly active users, with over 100 million users as of early 2026. OpenAI started showing ads to Indian users on August 27, 2026. More than 50 brands went live in the first week, many through WPP and Omnicom. Self-serve access opened on September 4, 2026. From that date, any business can set up a campaign directly, with daily budgets starting at ₹725.
The Sebamed pilot is significant for the Indian FMCG and pharma-backed skincare space. Many brands in this category rely heavily on dermatologist recommendations, pharmacy channels and performance marketing on search and social. ChatGPT adds a new layer: conversational intent. Users are not just typing keywords. They are describing problems in their own words and seeking advice. For a brand like Sebamed, which positions itself on science and skin barrier health, this format can help educate consumers in a more natural context.
WPP Media’s involvement also matters. As one of OpenAI’s first agency partners in India, WPP is helping larger advertisers navigate this new channel. It is handling strategy, measurement, creative, brand safety and campaign execution for clients like Sebamed. This gives brands a structured way to test ChatGPT Ads without having to build everything in-house. If the pilot shows positive results, it could encourage more skincare and personal care brands to experiment with conversational ad formats.
