OpenAI partners with Sachin Tendulkar to promote ChatGPT adoption in India
OpenAI has signed a multi-year partnership with Sachin Tendulkar to demystify AI and expand ChatGPT usage in India through interactive content, experiential campaigns and creator collaborations.
The brand move
OpenAI teamed up with Sachin Tendulkar in a multi-year partnership to promote ChatGPT use across India. The campaign includes interactive content, experiential campaigns and creator collaborations as ChatGPT’s India user base doubled over the past year.
The numbers
- multi-year
- ten questions
- doubled
- past year
Why it matters for the brand
Consumer platforms and retail brands seeking AI partnerships should view OpenAI’s Tendulkar deal as a template for combining trusted local ambassadors, creators and experiences to accelerate adoption.
The counter-case
A celebrity-led awareness campaign may lift curiosity but not durable usage, especially if users encounter language, affordability, connectivity, trust or practical-use barriers after trying ChatGPT. Tendulkar’s broad appeal may generate reach, but it may not meaningfully convert the student, developer, SMB and enterprise segments that drive sustained adoption and paid subscriptions. The reported doubling of India’s user base lacks an absolute baseline, retention data and evidence that growth is attributable to the partnership rather than organic AI interest.