Tanishq has started advertising on ChatGPT Ads in India, marking a first for the jewellery category in the country. The brand is using the platform to reach high-intent consumers for its Gold Exchange and Rivaah by Tanishq campaigns.
Tanishq has long run a Gold Exchange Programme in India, offering consumers a reliable and transparent way to trade in old gold for new jewellery. The move onto ChatGPT Ads gives the brand a fresh channel to reach people actively exploring gold exchange and wedding jewellery purchases, tapping into a conversational environment with strong purchase intent. According to the company, the initial run of the campaign has already delivered encouraging, benchmark-beating results.
Pelki Tshering, CMO of Tanishq, said the brand’s first campaign on ChatGPT Ads marks an important new chapter, noting that in a high-consideration category like jewellery, the platform offers a chance to engage consumers at the point of exploration and better understand high-intent behaviour in a conversational setting. She added that as AI-led discovery grows, this represents a new frontier for meaningful consumer engagement.
Deepti Bhadauria, Partner and CEO of HiveMinds, said the timing aligns with the festive and wedding season, giving brands a new platform to experiment and connect with a discerning, ChatGPT-savvy audience. She added that HiveMinds, alongside Razorpay, ChatGPT’s official India launch partner, is excited to begin this journey with Tanishq and explore how the platform can shape India’s evolving digital media mix.
The campaign is being managed by HiveMinds, with Razorpay serving as the official launch partner for ChatGPT Ads in India.
