Sachin Tendulkar partners with OpenAI to promote ChatGPT in India

Cricket legend Sachin Tendulkar has partnered with OpenAI in a multi-year collaboration aimed at encouraging more Indians to explore ChatGPT and its applications in everyday life.

Announced on September 28, the partnership will feature content, campaigns and experiences showcasing how the artificial intelligence chatbot can support learning, personal interests, idea development and professional tasks.

OpenAI said the collaboration brings together Tendulkar's connection with generations of Indians and his personal experience of using ChatGPT. The financial terms of the agreement have not been disclosed.

Tendulkar announced the partnership through a post on X, saying he was excited about the collaboration and that “some interesting things” were coming up.

“I've always been curious... One question usually leads to another, and ChatGPT has certainly encouraged that habit,” Tendulkar wrote.

He also said the tool had proved useful for practical tasks, including planning his most recent family trip.

The partnership will see Tendulkar explore additional uses of ChatGPT and share his experiences with audiences. He encouraged people to begin with their own questions, interests or ideas.

Campaign and brand association

The collaboration launches with a campaign film showing Tendulkar challenging ChatGPT to identify him through a guessing game involving 10 questions. The video uses the former India captain's interaction with the chatbot to demonstrate its conversational capabilities.

OpenAI's wider campaign plans include content, interactive experiences and creator collaborations. According to YourStory, future content will include videos featuring technology entrepreneur Varun Mayya.

The association adds a prominent sporting personality to OpenAI's consumer outreach in India. Rather than focusing solely on technical applications, the campaign is designed to demonstrate how AI tools can be used for personal interests, learning and everyday activities.

For Tendulkar, the partnership provides a platform to share his own experience of using the technology and encourage audiences to experiment with it.

OpenAI's expanding India presence

The announcement comes as OpenAI continues to expand its presence in India, one of its major markets for ChatGPT.

The company said in February 2026 that India had crossed 100 million weekly ChatGPT users, including students, teachers, developers and entrepreneurs. It also launched its OpenAI for India initiative, covering AI access, education, workforce skills and infrastructure.

OpenAI has also established a presence in Indian cricket through a separate partnership with the Board of Control for Cricket in India. ChatGPT became an associate partner for India's home matches under an agreement running until March 2028, according to India Today.

The Tendulkar collaboration adds a consumer-facing campaign to these efforts, using his personal experience to demonstrate practical applications of ChatGPT to a broad audience.

While the partnership's financial terms and detailed campaign schedule have not been disclosed, the multi-year agreement signals OpenAI's continued focus on expanding everyday AI adoption in India.