Tanishq has started advertising on ChatGPT Ads in India, becoming an early jewellery advertiser on the conversational AI platform. The campaigns focus on two clear purchase moments: the brand’s Gold Exchange Programme and Rivaah by Tanishq, which targets wedding jewellery shoppers.
HiveMinds is managing the campaigns, and Razorpay, the official India launch partner for ChatGPT Ads, is part of the rollout. For Tanishq, the festive and wedding season makes the timing especially relevant; consumers are already researching gold values and bridal designs.
Why this matters for marketers
Jewellery is a high-consideration purchase. Most consumers compare designs, evaluate old-gold exchange rates and look for trust signals before they buy. ChatGPT Ads puts the brand into a conversation at the exploration stage rather than interrupting a user with a generic placement. Tanishq has built its Gold Exchange Programme around reliability and transparency, and the company says the programme has helped lakhs of consumers exchange old gold for new jewellery.
“In a high-consideration category like jewellery, it gives us an opportunity to engage consumers at the moment of exploration,” said Pelki Tshering, CMO, Tanishq.
Tanishq says the initial run has shown encouraging, benchmark-beating results but has not disclosed specific figures. For a category that depends on trust and timing, the format’s value lies in showing up during active research. That early signal is important because ChatGPT Ads is still a new inventory source in India’s media mix.
Conversational AI as a media channel
Deepti Bhadauria, Partner and CEO, HiveMinds, sees ChatGPT Ads as a new platform for brands to experiment with a discerning audience that already uses ChatGPT extensively. The agency is looking at how the format can enhance India’s digital media mix during the festive and wedding season.
Instead of running a broad brand campaign, Tanishq is testing two specific, high-intent use cases. That is a practical template for other marketing teams evaluating the channel.
- Start with high-intent categories where consumers actively research, such as gold exchange or wedding jewellery.
- Design creative for a conversational environment rather than reusing standard search or display assets.
- Compare early response against existing benchmarks before making conversational AI a permanent part of the plan.
The bigger shift
The arrival of ChatGPT Ads in India is part of a larger change in how audiences, platforms and brands interact. Marketers are being pushed to move beyond treating Gen Z as a uniform segment and to plan for fragmented content consumption. For high-consideration brands, AI-led discovery is becoming a new front door to consumers.
The real test for Tanishq and for the format will be whether the early benchmark-beating engagement translates into store visits, consultations and sales through the festive season. The launch is a useful first data point, but sustained performance will decide whether conversational AI earns a permanent place in India’s digital media mix.
Source: Storyboard18
