Orient Electric Takes AI-First Leap With WPP Media To Test ChatGPT Advertising
CE DESK 
Orient Electric partners with WPP Media to explore ChatGPT advertising, extending its always-on performance marketing strategy into conversational AI platforms. The move aims to place the CKA Birla Group brand within consumer conversations around home improvement, interior design and lifestyle.
The initiative is designed to help Orient Electric reach consumers earlier in their purchase journey. Instead of focusing only on people with immediate buying intent, the brand wants to build awareness and product consideration while users seek inspiration and research options for their homes.
Around 40% of the campaign budget has been allocated to reach. This shows that Orient Electric is using the ChatGPT test to improve visibility and engage audiences beyond direct performance-led conversions.
The partnership will also help the brand understand how AI-led advertising can work with its existing media investments. Orient Electric and WPP Media plan to study new engagement patterns, measure how consumers interact with brand messages in AI conversations, and assess whether the channel can support long-term discovery and consideration.
Sandhya Biswas, chief marketing and customer experience officer, Orient Electric, said: “At Orient Electric, we believe marketing innovation is about anticipating how consumer behaviour is evolving and acting on those shifts early. As consumers increasingly turn to AI to seek inspiration, explore ideas and discover products for their homes, it is creating new opportunities for brands to be part of the discovery journey from the very beginning.Our initiative with WPP Media on ChatGPT reflects our commitment to exploring these emerging touchpoints, making Orient more discoverable in relevant consumer conversations, and helping consumers move from inspiration to product consideration. As an agile, future-ready brand, we are constantly looking at how we can adapt to new platforms and behaviours to build stronger consumer connections.”
Navin Khemka, President, Client Solutions, WPP Media South Asia, said brand discovery is moving beyond traditional search towards conversational, AI-led experiences. He said the collaboration will explore how emerging AI advertising environments can complement an always-on performance strategy and connect broader discovery with product engagement.
The move builds on WPP Media’s existing role as Orient Electric’s integrated media partner. Since December 2025, the agency has managed the brand’s media planning and buying across offline and digital platforms, with a focus on full-funnel strategies that connect discovery to purchase.brandequity.
For Orient Electric, the ChatGPT initiative signals a shift towards AI-led consumer discovery in the home appliances and electrical products category. It also positions the brand among early Indian advertisers testing how conversational AI can influence awareness, engagement and purchase decisions.
