The collaboration aims to explore AI-driven brand discovery as consumer research increasingly moves into conversational AI environments, with Mamaearth assessing whether conversational AI can become a meaningful discovery channel and how AI-mediated product research evolves for brands.

Honasa Consumer Ltd. is partnering with Criteo to advertise the Mamaearth brand on ChatGPT, marking its entry into conversational advertising and making Mamaearth the first Indian company to advertise on ChatGPT, aligning with consumer trends of using AI assistants for product questions, comparisons, and recommendations.

OpenAI expanded ChatGPT ads to India, with Criteo enabling access to ChatGPT ad inventory for advertisers, and since March 2026 Criteo has become a key partner; by mid-year over 2,000 brands were advertising on ChatGPT via Criteo, with beauty among leading categories.

Initial India rollout of ChatGPT Ads saw more than 50 brands participating, with WPP and Omnicom as the first agency partners.

Preliminary data from Criteo indicate higher engagement for conversational ads, with click-through rates two to three times higher than other formats and more than 80% of ad-driven traffic coming from new customers.

Criteo’s approach centers on product discovery and commerce, enabling brands to weave ChatGPT into cross-channel strategies, supported by early signals of stronger CTRs and new-customer traffic.

The Mamaearth campaign’s investment size remains undisclosed, while the experiment signals broader implications for India’s shift from search-based to chat-based discovery.

Ghazal Alagh, co-founder of Honasa, emphasizes that the move reflects a shift in consumer behavior and aims to learn, experiment, and refine AI-driven brand discovery.

Alagh underscores that the initiative is about AI-driven discovery and consumer behavior changes, not merely adopting a new platform.

The initiative raises questions about consumer trust and the need to clearly distinguish between organic AI-generated responses and commercial placements within ChatGPT.

The success of AI-led discovery hinges on consumer acceptance of advertising inside AI interfaces and whether placements meaningfully influence discovery, consideration, or purchases.

Ultimately, the campaign aims to reach consumers at the consideration stage within AI conversations, where intent emerges through questions, preferences, and comparisons rather than traditional keyword searches.