Tanishq has launched a new Gold Exchange campaign featuring cricket legend Sachin Tendulkar, reinforcing the brand\u2019s focus on transparency and trust in gold exchange transactions.<\/p>\n
The initiative highlights Tanishq\u2019s Gold Exchange programme, which has served over 3.6 million customers over the years. As consumers increasingly look to unlock value from existing gold holdings amid high gold prices, the brand is positioning gold exchange as a practical route to fund new jewellery purchases, particularly for weddings and milestone celebrations.<\/p>\n
The campaign film takes viewers through the exchange process inside a Tanishq store, showcasing each stage from purity assessment using the Karatmeter to the melting of old jewellery in full view of customers. The company said the process is designed to ensure complete transparency, with gold never leaving the customer\u2019s sight during evaluation.<\/p>\n
Tanishq accepts old gold from any jeweller and across purities starting from 9 karats. The company said customers can exchange broken, inherited or outdated jewellery and receive value based on prevailing gold rates without hidden deductions.<\/p>\n
\u201cGold Exchange is fundamentally a trust-led decision because customers are parting with jewellery that carries both emotional and financial significance,\u201d said Arun Narayan, CEO, Jewellery Division, Titan Company Limited. \u201cAs this category becomes more mainstream, we believe the differentiator will not be the availability of exchange, but the trust in the process itself.\u201d<\/p>\n
Tendulkar said, \u201cIn India, gold carries a deep emotional connection, tied to life\u2019s most important moments, especially weddings and family celebrations. Trust and transparency are therefore essential for people to feel confident and comfortable when they buy or exchange gold.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Tanishq has launched a new Gold Exchange campaign featuring cricket legend Sachin Tendulkar, reinforcing the brand\u2019s focus on transparency and trust in gold exchange transactions. The initiative highlights Tanishq\u2019s Gold Exchange programme, which has served over 3.6 million customers over the years. As consumers increasingly look to unlock value from existing gold holdings amid high…<\/p>\n","protected":false},"author":1,"featured_media":36701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-36700","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\n