Advertising has found a new place to sit: right below the answer. With ChatGPT Ads now live in India, brands are experimenting with a format where consumers are not just scrolling past content, but actively asking questions, comparing options and looking for recommendations.
OpenAI rolled out ads in India for Free and Go users in August 2026, opening another digital battleground for marketers.
And the early movers are coming from rather different shelves. Bread, beauty, jewellery, banking and baby care have all started testing what happens when advertising meets an AI-led discovery journey. Here are five brands putting their products where the questions are.
1. Bonn Group
Bonn Group of Industries has started advertising on ChatGPT in India, becoming the first brand in the bread category to launch an ad on the platform. Instead of treating ChatGPT like another display-ad destination, Bonn is looking at questions around breakfast, school tiffins and quick snacks as potential moments for product discovery.
The campaign highlights its whole-wheat, brown and flavoured bread portfolio, placing the products around everyday food-related conversations. Bonn says the ChatGPT move is also part of a wider digital-first approach spanning food creators, fitness communities, campuses, quick commerce and other consumer touchpoints.
2. Tanishq
Tanishq has entered ChatGPT Ads with campaigns around its Gold Exchange Programme and Rivaah by Tanishq, targeting consumers researching gold exchange and wedding jewellery. The brand became the first jewellery brand in India to launch campaigns on ChatGPT, with HiveMinds managing the campaign and Razorpay serving as the platform’s India launch partner.
The interesting bit is the timing. Jewellery shopping is rarely a “saw it, bought it” category, especially when weddings, families and high-value purchases are involved. Tanishq is therefore showing up during the research phase, when consumers are still figuring out what to buy, exchange or explore.
3. Mamaearth
Mamaearth was among the earliest Indian brands onto ChatGPT Ads and, according to Honasa Consumer co-founder Ghazal Alagh, became the first Indian advertiser on the platform. Honasa partnered with commerce media company Criteo to bring the beauty brand into ChatGPT’s advertising inventory.
For a beauty brand, the format fits a familiar consumer behaviour: asking questions before picking a product. A user may ask about oily skin, breakouts or skincare routines, and the brand can appear in that broader discovery journey rather than waiting for a conventional product search.
4. IndusInd Bank
IndusInd Bank has started advertising its credit card offerings on ChatGPT, adding the AI platform to its digital engagement mix. The bank says the move is aimed at reaching consumers while they are exploring products and information through conversational platforms.
Banking is also an interesting category for this format because discovery can start with a question rather than a brand name: which credit card suits a certain lifestyle, what benefits matter or how different options compare. That makes conversational advertising a potentially relevant touchpoint during the research stage, rather than only at the final application step.
5. Aveeno Baby
Aveeno Baby has brought its advertising to ChatGPT in India, marking the first such initiative for a Kenvue brand. Its ads are designed around questions parents may have about babies’ sensitive skin, with the brand using contextually relevant placements alongside ChatGPT responses.
The campaign also goes beyond simply putting a product in front of a user. Aveeno Baby says it is using Generative Engine Optimisation insights to create an end-to-end commerce and lead-generation journey within ChatGPT, connecting information discovery with engagement and conversion.
6. Bajaj Life Insurance
Bajaj Life Insurance has become one of the first BFSI (Banking, Financial Services and Insurance) brands in India to advertise on ChatGPT, using the platform to reach consumers who are increasingly turning to AI for financial research, discovery and planning.
The move is aimed at understanding how insurance conversations are changing when the first step is a question to an AI assistant rather than a traditional search.
And Insurance is an interesting category to test here. Buying life insurance involves questions, comparisons and follow-ups, making conversational AI a natural space for discovery and exploration.
