Tanishq has become the first jewellery brand in India to advertise on ChatGPT Ads, marking the category’s entry into an AI-led advertising environment. The campaigns focus on the brand’s Gold Exchange Programme and Rivaah by Tanishq, targeting consumers researching jewellery and gold exchange options.

The campaign is being managed by HiveMinds, a Madison World unit, with Razorpay serving as the official launch partner for ChatGPT Ads in India.

The move comes ahead of the festive and wedding season, when jewellery purchases typically involve extended research, multiple decision-makers and high-value transactions. Tanishq is using the conversational platform to engage consumers during the exploration stage rather than only at the point of purchase.

According to the brand, its initial campaign run delivered encouraging results and exceeded its benchmarks, although specific performance figures were not disclosed.

“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,” said Pelki Tshering, CMO, Tanishq.

Deepti Bhadauria, Partner and CEO, HiveMinds, said the platform provides a new environment for brands to experiment as consumer use of AI for discovery develops.

The launch also comes shortly after OpenAI introduced ChatGPT Ads in India, positioning the platform as a new advertising channel for brands seeking to reach consumers while they research products and compare options.