Published on: November 3, 2026
National, November 3, 2026: Orient Electric Limited, part of the CKA Birla Group, has partnered with WPP Media to extend its always-on performance marketing strategy to ChatGPT advertising. The initiative marks a step in the company’s efforts to strengthen its digital presence as AI increasingly influences how consumers discover products and make purchase decisions. Through conversations focused on home improvement, interior design and lifestyle, Orient Electric aims to engage potential customers earlier in the buying journey, build brand consideration and drive product-focused engagement.
Approximately 40% of the campaign budget has been allocated towards reach, reflecting a focus on building visibility and engaging consumers beyond immediate purchase intent. This approach enables Orient Electric to participate in broader category conversations while extending its performance marketing strategy into new avenues for consumer engagement.
Sandhya Biswas, Chief Marketing and Customer Experience Officer, Orient Electric, “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, “The way consumers discover brands is evolving beyond traditional search into more conversational, AI-led experiences. For marketers, this creates an opportunity to rethink how brands participate in the consumer journey. Our collaboration with Orient Electric explores how emerging AI advertising environments can complement an always-on performance strategy, connecting broader discovery with more considered product engagement. It is an opportunity to learn early and understand how these new environments can create value for brands.
The initiative will further help Orient Electric and WPP Media to assess emerging consumer engagement patterns and understand how AI-led advertising can complement existing media investments.
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