Published on: September 23, 2026
Bengaluru, India, 23rd Sept 2026: Indian weddings are known for their long preparation cycles, large family involvement and high-value jewellery purchases. The decision cycle is equally long and involves a significant amount of discovery before the final purchase. This wedding season, brides-to-be and families have another companion in their search for the right jewellery, ChatGPT.
Tanishq, one of India’s leading jewellery brands from the Tata Group, has started advertising on ChatGPT Ads in India. The brand is using the platform to reach high-intent consumers for its Gold Exchange and Rivaah by Tanishq campaigns.
Tanishq has built a long-standing Gold Exchange Programme in India and has given lakhs of consumers a reliable and transparent way to exchange old gold for new jewellery. The launch on ChatGPT Ads gives the brand a new platform to reach consumers who are actively exploring gold exchange and wedding jewellery-related purchases. It also opens a new marketing medium with access to a relevant audience with strong purchase intent. The initial run of the campaign has already shown encouraging and benchmark-beating results.
“Our first campaign on ChatGPT Ads marks an exciting new chapter for Tanishq. In a high-consideration category like jewellery, it gives us an opportunity to engage consumers at the moment of exploration and learn more about high-intent consumer behaviour in a conversational environment. As AI-led discovery grows, we see this as a new frontier for meaningful consumer engagement.” said, Pelki Tshering, CMO, Tanishq
Deepti Bhadauria, Partner and CEO, HiveMinds, said, “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. We, along with ChatGPT’s official India launch partner Razorpay, are excited to have started this journey with Tanishq, and to understand how this platform can enhance India’s digital media mix.”
The campaign is being managed by HiveMinds, with Razorpay being the official launch partner for ChatGPT Ads in India.
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