Brands
OpenAI launches Everyday Superheroes campaign during IPL in India
Multi-language ads spotlight real-life ChatGPT use, tapping into cricket buzz
MUMBAI: OpenAI has rolled out a new India-focused campaign titled ‘Everyday Superheroes’, timed to coincide with the ongoing Indian Premier League season.
The multi-language campaign celebrates how people across the country are using ChatGPT in everyday situations, from work and education to routine tasks. Running from 13 April to 31 May, it uses a mix of television and digital platforms to showcase real-world use cases in a relatable, light-hearted manner.
At the heart of the campaign are seven films set across different IPL home cities. Each story follows an individual using ChatGPT to tackle a practical challenge, turning ordinary moments into small wins.
Cricket plays a central role in the campaign’s strategy. OpenAI has partnered with five IPL teams, including Chennai Super Kings, Delhi Capitals, Lucknow Super Giants, Royal Challengers Bengaluru, and Rajasthan Royals, to integrate the brand into the fan experience.
As part of this, the campaign introduces the ChatGPT Match IQ Award, recognising the smartest on-field decision in each match. The award, selected by team coaching staff, is shared with fans through short-form videos and social content.
Another interactive feature is #FullFanMode, a custom GPT that lets fans create personalised posters in their team’s colours by uploading a photo. These can then be shared on social media for a chance to win match tickets.
Commenting on the campaign, OpenAI head of marketing for India, Sheeladitya Mohanty said, “Across India, people are using ChatGPT in practical, everyday ways, often in use cases we didn’t anticipate. ‘Everyday Superheroes’ builds on that insight and shows how AI is becoming part of daily life in relatable ways.”
He added that cricket, given its cultural pull, offers a natural way for the brand to connect with audiences at scale.
The campaign will run across more than 150 television channels and 25 digital platforms, with films released in nine languages including Hindi, Tamil, Telugu, and Marathi. Directed by Abhinav Pratiman and produced by Early Man Film, the series aims to keep things simple, human, and firmly rooted in everyday India.
With this campaign, OpenAI is not just marketing a product, it is positioning ChatGPT as a helpful companion in daily life, one small problem at a time.
