OpenAI is ramping up its localisation efforts in India with a new festive campaign designed to showcase the everyday utility of ChatGPT. The focus of this push is to highlight the assistant's newly added Hindi voices, which officially debuted with the GPT Live 1.1 update.
The new voices – Neer and Leher are now available in India, and the campaign centres around an ad/short film titled "The Notice". The narrative follows a family leveraging ChatGPT's conversational abilities to defend their ancestral home and agricultural land from an encroaching property developer.
Throughout the film, the characters interact with the AI using the new, natural-sounding Hindi voices. OpenAI plans to expand this series with additional short films focusing on individual family members utilising the tool for their personal and professional milestones.
The goal of the campaign is to demonstrate how AI tools can be practical for users of any age, profession or language background. Speaking about the same, OpenAI's Head of Marketing for India, Sheeladitya Mohanty said:
We want AI to be useful in everyday life for people across India, whatever their language, age, or line of work. Neer and Leher bring natural Indian voices to ChatGPT. Building for India means making ChatGPT easy to use and suited to how people here speak, live and work.
— Sheeladitya Mohanty, HOM at OpenAI
That said, this isn't the first ChatGPT ad for India this year. Last month, OpenAI announced its partnership with Sachin Tendulkar to market ChatGPT in India. All things considered, it's quite clear that OpenAI is aiming for a broader push in the subcontinent, aiming to expand its user base further.
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