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, as the company looks to explore emerging AI-led consumer discovery platforms. The initiative marks an expansion of the brand's digital marketing efforts into conversational AI environments, where consumers are increasingly exploring ideas, seeking inspiration and evaluating products. Through the campaign, Orient Electric aims to engage with consumers across conversations related to home improvement, interior design and lifestyle, building brand consideration earlier in the purchase journey while driving product-focused engagement. Around 40% of the campaign budget has been allocated towards reach, indicating a focus on visibility and engaging audiences beyond immediate purchase intent. Sandhya Biswas, Chief Marketing and Customer Experience Officer, Orient Electric, said the initiative with WPP Media on ChatGPT reflects the company's commitment to exploring emerging touchpoints and making Orient more discoverable in relevant consumer conversations. Navin Khemka, President, Client Solutions, WPP Media South Asia, said the collaboration explores how emerging AI advertising environments can complement an always-on performance strategy. The initiative will also allow Orient Electric and WPP Media to assess emerging consumer engagement patterns and evaluate how AI-led advertising can complement the brand's existing media investments.