Tanishq Becomes First Indian Jewellery Brand to Advertise on ChatGPT Ads
CE DESK 
Titan-owned jewellery brand Tanishq has become the first jewellery brand in India to launch advertising campaigns on ChatGPT Ads. The move marks a significant milestone in AI-driven advertising adoption within India’s organised jewellery sector, as brands increasingly explore intent-based, conversational ad formats.
The campaign is being managed by digital agency HiveMinds, a Madison World unit, with fintech major Razorpay serving as the official launch partner for ChatGPT Ads in India. Tanishq is leveraging the platform to reach high-intent consumers actively researching gold exchange options and wedding jewellery purchases through its Gold Exchange and Rivaah by Tanishq campaigns.
Pelki Tshering, Chief Marketing Officer at Tanishq, said, “Our first campaign on ChatGPT Ads marks an exciting new chapter for Tanishq. We are always looking for innovative ways to connect with consumers at key decision moments, and this platform allows us to engage with users who are already exploring jewellery-related queries in a trusted, conversational environment”. Deepti Bhadauria, Partner and CEO at HiveMinds, added, “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”.
Deepti Bhadauria, partner and chief executive officer, 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.”
OpenAI launched ChatGPT Ads in India on August 27, 2026, with over 50 brands participating in the initial rollout. Ads appear below ChatGPT responses when relevant, are clearly marked as sponsored, and are targeted based on conversation context rather than individual user data. Tanishq’s early campaign results have reportedly shown encouraging, benchmark-beating performance metrics ahead of the peak wedding and festive season.
