Tanishq, the jewellery brand of Titan Company Ltd, has launched a new Gold Exchange campaign featuring cricket legend Sachin Tendulkar, reinforcing its focus on transparency and trust in gold exchange transactions.
The campaign highlights Tanishq’s Gold Exchange programme, which has served over 3.6 million customers over the years.
Unlocking old jewellery value
With gold prices remaining elevated, the company is positioning gold exchange as a practical option for consumers looking to unlock value from existing jewellery holdings to fund fresh purchases, particularly for weddings and milestone celebrations.
The campaign film showcases the exchange process inside a Tanishq store, covering every 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 the gold remaining within the customer’s sight throughout the evaluation.
Focus on transparency and trust
Tanishq accepts old gold from any jeweller and across purities starting from 9 karats. Customers can exchange broken, inherited or outdated jewellery and receive value based on prevailing gold prices without hidden deductions, the company said.
“Gold Exchange is fundamentally a trust-led decision because customers are parting with jewellery that carries both emotional and financial significance,” said Titan Company, Jewellery Division Chief Executive Officer, Arun Narayan.
“As this category becomes more mainstream, we believe the differentiator will not be the availability of exchange, but the trust in the process itself,” he said.
Sachin highlights emotional value of gold
“In India, gold carries a deep emotional connection, tied to life’s most important moments, especially weddings and family celebrations,” said Sachin Tendulkar.
“Trust and transparency are therefore essential for people to feel confident and comfortable when they buy or exchange gold,” he added.
The campaign is aimed at strengthening consumer confidence in gold exchange transactions while encouraging customers to monetise idle jewellery holdings through a transparent and standardised process.