Tanishq Launches Gold Exchange Campaign Featuring Sachin Tendulkar
Tanishq has launched a new campaign featuring Sachin Tendulkar to promote its gold exchange programme and highlight its transparent valuation process.
SociapaHQ
Tanishq has come up with a new campaign with Sachin Tendulkar to educate its consumers on its gold exchange process and to build trust among consumers regarding jewellery exchange transactions.
The TVC was directed by TBWA\Lintas and shows Tendulkar being taken through the various stages of Tanishq's gold exchange process in a store.
The film shows the main stages of the process, like weighing jewellery, measuring purity with the Karatmeter, melting old gold and establishing its value.
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Check out the campaign here:
Trust & Transparency:
Customers can exchange gold bought from any jeweller including jewellery with purity levels starting from 9KT, Tanishq said.
The campaign also features an option to trade in old, broken or inherited jewelry for new purchases.
The initiative comes at a time when gold exchange continues to be a popular option among consumers looking to offset the cost of jewellery purchases, especially for weddings, festive occasions and family celebrations.
“Trust is central to the gold exchange process,” said Arun Narayan, CEO, Jewellery Division, Titan Company, talking about the campaign.
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“Gold Exchange is fundamentally a trust-led decision, because customers are parting with jewellery that carries both emotional and financial significance,” Narayan said.
“Gold is an emotional product in India, associated with the most important moments of life, especially weddings and family celebrations. “Trust and transparency are therefore critical for people to feel confident and comfortable when they buy or exchange gold,” he added.
Tanishq says over the years, its gold exchange programme has been participated in by over 36 lakh customers.
The brand aims to educate consumers on the process of exchange and build confidence in transparent valuation and gold exchange practices through the campaign.
