Tanishq becomes first Indian jewellery brand to advertise on ChatGPT

MUMBAI: Jewellery shopping is getting a little more conversational, with Tanishq becoming the first jewellery brand in India to advertise on ChatGPT as it looks to catch consumers while they are still weighing their options.

The Tata Group jewellery brand has launched campaigns on ChatGPT Ads ahead of the festive and wedding season, targeting consumers exploring gold exchange and wedding jewellery. The campaign is being managed by HiveMinds, a Madison World unit, with Razorpay serving as the official launch partner for ChatGPT Ads in India.

Tanishq’s ChatGPT campaigns are centred on two areas: its Gold Exchange Programme and Rivaah by Tanishq. The move puts the brand closer to the discovery stage of jewellery shopping, where consumers can spend considerable time researching designs, comparing options and considering purchases before making a decision.

That consideration becomes even more pronounced during wedding shopping, where purchases can involve multiple family members and significant spending. Tanishq is therefore using the conversational environment to reach consumers while they are exploring rather than waiting until they have already decided where to buy.

The Gold Exchange Programme, which Tanishq has operated in India for several years, allows consumers to exchange old gold for new jewellery. Through ChatGPT Ads, the brand is looking to understand how consumers behave when they explore this proposition in an AI-led environment.

The company said its initial campaign run has delivered encouraging results and exceeded its benchmarks, although it did not disclose specific performance figures.

“Our first campaign on ChatGPT Ads marks an exciting new chapter for Tanishq,” said Pelki Tshering, CMO, Tanishq. She said the platform provides an opportunity to engage consumers during the exploration phase of a high-consideration category and gain insights into high-intent behaviour in a conversational environment.

For HiveMinds, the campaign also represents an early test of how AI-led discovery could fit into the digital media mix as consumer behaviour around search and information discovery evolves.

“As we enter the festive and wedding season, ChatGPT Ads opens up a new platform for brands to experiment and engage with a discerning audience that is already using ChatGPT extensively,” said Deepti Bhadauria, Partner and CEO, HiveMinds.

With Tanishq’s launch, ChatGPT Ads is gaining an early foothold in India’s jewellery category, putting AI-led advertising into a market where discovery, consideration and personal recommendations can play a significant role before the purchase finally moves from conversation to counter.