Tanishq has started advertising on ChatGPT Ads in India, becoming the first jewellery brand in the country to launch campaigns on the platform. The campaign is being managed by HiveMinds, a unit of Madison World, with Razorpay serving as the official launch partner for ChatGPT Ads in India.
The campaign comes ahead of the festive and wedding season, when jewellery purchases typically involve extended discovery and consideration, particularly for weddings that involve multiple family members and high-value purchases.
Tanishq is using ChatGPT Ads to reach consumers exploring gold exchange and wedding jewellery, with campaigns focused on its Gold Exchange Programme and Rivaah by Tanishq.
The brand has operated its Gold Exchange Programme in India for several years, offering consumers a way to exchange old gold for new jewellery. Through ChatGPT Ads, Tanishq is looking to reach consumers during the exploration stage of their purchase journey and understand consumer behaviour in a conversational environment.
According to the company, the initial campaign run has delivered encouraging results that have exceeded its benchmarks.
“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 serving as the official launch partner for ChatGPT Ads in India.
