Tanishq has launched a new campaign featuring Sachin Tendulkar to highlight its gold exchange process.

Created by TBWA\Lintas, the television commercial follows Tendulkar through the exchange journey inside a Tanishq store. The film showcases various stages of the process, including weighing, purity assessment using the Karatmeter, melting of old gold and valuation.

According to the brand, customers can exchange gold purchased from any jeweller, including jewellery with purity levels starting from 9KT. The campaign also highlights the exchange of old, broken or inherited jewellery for new purchases.

The campaign comes as gold exchange continues to be used by consumers looking to offset the cost of jewellery purchases, particularly for occasions such as weddings and family celebrations.

Speaking on the campaign, Arun Narayan, CEO, Jewellery Division, Titan Company, said: “Gold Exchange is fundamentally a trust-led decision, because customers are parting with jewellery that carries both emotional and financial significance. At Tanishq, we have built our Gold Exchange process over decades on the pillars of transparency, credibility and customer confidence. As this category becomes more mainstream, we believe the differentiator will not be the availability of exchange, but the trust in the process itself. This campaign reflects the systems, safeguards, and transparency measures that continue to make Tanishq one of India’s most trusted Gold Exchange destinations."

Speaking on the association, Sachin Tendulkar said: “In India, gold carries a deep emotional connection, tied to life’s 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. Tanishq’s Gold Exchange respects this sentiment and strives to uphold it in every interaction.”

According to Tanishq, more than 36 lakh customers have participated in its gold exchange programme over the years.