ChatGPT India Brand Campaign
OpenAI’s "Everyday Superheroes" IPL campaign in India successfully transitioned ChatGPT from a tech novelty to an everyday utility. The initiative featured localized films, team partnerships, and fan activations, contextualising AI as a practical tool for millions of Indians. Hue & Why was brought on board to craft the India campaign strategy, campaign platform, creative campaign idea and execution of the same across films.
Context
The Indian Premier League (IPL) remains the undisputed pinnacle of reach and frequency building in India. In 2026, as AI platforms aggressively vied for consumer mindshare, OpenAI required a localized strategy. Rather than merely promoting technical capabilities, they needed to ground ChatGPT in practical, real-world Indian scenarios.
Challenge
While AI tools are heavily utilised in urban centres, a large portion of the Indian mass market still perceived ChatGPT as an abstract or specialised tool. OpenAI faced the hurdle of overcoming this adoption barrier and demonstrating that ChatGPT is an indispensable, user-friendly companion for daily Indian life - from career tasks to household chores - without seeming too technical or intimidating. There was a need to ensure that the brand came across as relatable, authentic and credible.
The Campaign Thought: Everyday Wins
To encourage users across the country to use ChatGPT for their everyday queries, we chose real India over reel India. Real everyday situations and how ChatGPT becomes an everyday partner. Familiar and relatable scenarios, real problems, genuine use case scenarios, Indian contexts - subtly local.
India is a large country. There is a lot to navigate. There is chaos. There is joy. The opportunities are to be created. You need to move fast, be smart, and find ways to solve daily issues if you need a chance to chase your dreams. Because, in the end, ‘Jo Jeeta Wohi Sikander’ (the one who wins is the king). This is not a lofty statement. It is an everyday truth. We took this as our larger approach and applied it to mini everyday scenarios.
Creative Idea
The core idea, "Everyday Superheroes", was built on the insight that everyday people are using ChatGPT in practical ways. The campaign positioned the platform as a trusted, everyday companion that empowers individuals to efficiently navigate their personal and professional lives. The focus is on the user always and how the user becomes a superhero, with ChatGPT.
The Campaign
Rolled out a set of multi-language ad films, each set in a different IPL home city. These films showcased relatable everyday scenarios of diverse Indians using ChatGPT to solve practical problems.
Specific use case scenarios became the starting point for the narrataive and the scripts - what users were already using ChatGPT for, and what they could possibly user it for. The films show the users’ journey from their query to their win, with the prompt appearing at the very end. Across the films we see image based search, design & business solutions, workflow creation, DIY & How-To guides, and learning modules.
Region specific insights and influence within the IPL context have been subtly introduced - in the characters, the names, the settings, the music, the title, the colour tones, design and culture codes.
Everyday wins in all ads keep the narrative unified, and the regional stories and nuances offer relatable scenarios distinct from each other.