Ad Campaigns
Bigbasket partners with Tanishq for 10-minute Gold and Silver deliveries
Mumbai: Bigbasket, a Tata Enterprise, has announced an exciting partnership with Tanishq, one of India’s most trusted jewellery brands, to offer exclusive gold and silver coins just in time for Dhanteras. Customers can purchase Tanishq’s Lakshmi Ganesh (999.9 Purity) Silver Coin, 10 g, Tanishq 22 Karat Gold Coin, 1 g, and Tanishq 22 Karat Gold Coin with Lakshmi Motif, 1 g, and have them delivered to their doorstep in under 10 minutes.
With Dhanteras being a significant part of Diwali festivities, this partnership offers customers a convenient way to partake in the auspicious tradition of purchasing gold and silver, symbolising wealth and prosperity. Bigbasket’s quick commerce model allows customers across multiple cities in India to easily and seamlessly celebrate Dhanteras, ensuring timely deliveries of high-value items.
Bigbasket, chief buying and merchandising officer, Seshu Kumar emphasised the strategic nature of this collaboration: “Our partnership with the Tata ecosystem and in particular the collaboration with Tanishq is very strategic for us. We have always been known as a strong player in food & perishables as a category, however, with such collaborations, we hope that our customers see value in our extended offering – whether it is Gold & Silver coins or electronics or home appliances. This Diwali, bigbasket is committed to fulfill all our customers’ Diwali wish lists in 10 mins.”
Tanishq, chief marketing officer, Pelki Tshering added, “We are thrilled to partner with bigbasket to bring our exquisite gold and silver coins directly to customers’ homes. Dhanteras holds immense significance, and through this partnership, we aim to make it easier for people to partake in the time-honoured tradition of purchasing gold, symbolising prosperity and good fortune.”
This collaboration highlights bigbasket’s commitment to expanding its offerings beyond traditional groceries, tapping into the growing trend of online purchases for high-value items like gold and silver. The ability to deliver these items within 10 minutes provides an unmatched blend of quality, trust, and convenience, positioning bigbasket as the go-to platform for Diwali essentials this year.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
