Tanishq has started advertising on ChatGPT Ads in India, becoming the first jewellery brand in the country to use the conversational AI ad platform. The campaign is being run with HiveMinds, a unit of Madison World, and Razorpay, which is the official launch partner for ChatGPT Ads in India.
Tanishq says the initial run has produced encouraging, benchmark-beating results, though it did not share specific numbers.
Why this matters
Jewellery is a high-consideration category. Shoppers research designs, compare gold rates, and often involve family before making a purchase. ChatGPT Ads gives Tanishq a way to show up while consumers are actively exploring options, rather than interrupting them with a standard display placement.
The campaign covers two properties: the Gold Exchange Programme and Rivaah by Tanishq. The Gold Exchange Programme gives consumers a reliable and transparent route to exchange old gold for new jewellery, while Rivaah speaks to bridal and wedding shoppers. Both align closely with questions people ask during wedding planning.
What the launch signals
This is an early sign that AI-assisted discovery is becoming a media placement in India. As consumers use ChatGPT to plan, compare and ask for recommendations, brands are beginning to treat those conversations as a discovery surface, not just a customer-support tool.
Pelki Tshering, chief marketing officer at Tanishq, called the campaign an exciting new chapter for the brand. She said that in a high-consideration category like jewellery, ChatGPT Ads offers a chance to engage consumers at the moment of exploration and learn about high-intent behaviour in a conversational environment. Deepti Bhadauria, partner and chief executive officer at HiveMinds, added that the festive and wedding season opens up a new platform for brands to experiment with an audience that is already using ChatGPT extensively.
What marketers should watch
- Prioritise high-intent moments: the format works best when people are already researching a purchase.
- Align with seasonal cycles: Tanishq is using the launch to ride wedding-season planning rather than running a generic placement.
- Look beyond clicks: early results are benchmark-beating, but the larger test is whether conversational ads influence consideration and store visits.
The bigger picture
For Indian advertisers, Tanishq’s move is a signal that ChatGPT Ads is moving from announcement to actual brand adoption. The jewellery category’s cautious, research-heavy buyer may be a strong fit for conversational ad formats. Brands that learn to be useful inside these conversations could build an advantage before the space gets crowded.
Source: MediaNews4U
