On October 5, Razorpay announced that its marketing platform, Razorpay Engage, now enables Indian brands to set up and manage advertising on ChatGPT. The platform supports nine brands including Tanishq, Fastrack, Traya, Tata Neu, and Shaadi.com. This service covers campaign creation, management, and performance optimization on ChatGPT’s newly launched ad channel in India, according to medianama.com.
Razorpay Engage assesses whether a brand’s product catalogue is ready for ChatGPT ads, cleans and structures product feeds, creates and manages campaigns, and measures performance. The platform uses an AI agent based on ChatGPT Ads best practices to handle campaign management across various user contexts. Razorpay staff provide human oversight to ensure quality and effectiveness, medianama.com reported.
ChatGPT started displaying ads to logged-in adults on Free and Go plans in India at the end of August, initially partnering with WPP and Omnicom. Razorpay’s intermediary service addresses the challenge of managing well-structured product data at scale, which is essential for brands to appear effectively in AI chat responses. COO Rahul Kothari highlighted that shoppers are increasingly relying on AI assistants for purchase recommendations rather than traditional search or browsing.
Razorpay Engage’s launch comes as ChatGPT’s ad channel expands in India, marking a new avenue for brands to reach consumers through AI-driven discovery. The platform’s initial client roster includes nine prominent Indian brands and institutions, reflecting early adoption of AI-powered advertising in the country.