Honasa Consumer has partnered with commerce media company Criteo to advertise its beauty and personal care brand Mamaearth on ChatGPT, marking what co-founder Ghazal Alagh described as the first instance of an Indian advertiser using the AI platform.
The partnership comes as OpenAI expands ChatGPT’s advertising capabilities in India, opening a new channel for brands seeking to engage consumers as AI increasingly becomes part of online discovery and decision-making.
Through its integration with OpenAI, Criteo enables advertisers to access ChatGPT’s advertising inventory as part of their broader digital advertising campaigns.
ChatGPT Ads Expand in India
ChatGPT’s advertising service is currently available to logged-in adult users on its Free and Go plans, while Plus, Pro, Business, Enterprise and Education users do not see advertisements.
OpenAI has said that more than 50 brands were scheduled to advertise on ChatGPT in India during the platform’s initial rollout. WPP and Omnicom were among the first agency partners announced for the Indian market.
OpenAI also introduced self-service access to ChatGPT Ads Manager in India from September 4, with daily advertising budgets starting at ₹725. The company has stated that advertisements are clearly labelled, displayed separately from ChatGPT responses and do not influence the answers generated by the platform.
Criteo Expands AI Advertising Reach
Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026 and subsequently expanded access to ChatGPT inventory across additional markets.
The company said more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty emerging as one of the leading categories using the service.
For Honasa Consumer, the Mamaearth campaign represents an early move into an evolving advertising environment where AI-powered discovery could increasingly influence how consumers find, evaluate and engage with brands.
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