Summary
- Campaign: Your Old Gold. India’s New Strength
- Brand: Tanishq (Titan Company Limited)
- Focus: Encouraging the exchange of old, unused gold for new jewellery to boost both personal style and the national economy
- Core Message: Transforming household gold into a productive asset strengthens the nation’s economic reserves while providing transparency and value to the consumer
- Key Insight: Many Indian households keep gold in lockers as a stagnant asset. Tanishq identified that while people hesitate to sell gold, they are open to “renewing” it if the process is transparent. By using Sachin Tendulkar, a figure synonymous with national pride and integrity, the brand turns a personal transaction into a patriotic contribution.
Ad plot
In 2025, Tanishq launched a nationwide “Gold Exchange” campaign featuring cricket legend Sachin Tendulkar. The campaign’s primary goal was to encourage Indian households to exchange their idle, old gold for new jewelry to reduce the nation’s reliance on gold imports.
The campaign framed the act of exchanging old gold not just as a personal transaction, but as a patriotic contribution to the nation’s economy.
- The advertisements featured Sachin Tendulkar highlighting the fact that Indian households hold an estimated 25,000 tonnes of gold in lockers, while almost 99% of the country’s annual gold demand is met through imports.
- Tendulkar emphasised that exchanging this “locker gold” for new designs is a transparent and trustworthy way to renew a family’s legacy while simultaneously contributing to a “self-reliant India”.
- For the first time, the campaign introduced a “0% deduction” offer on gold exchange across all karatages (including as low as 9KT) during the festive season, which ran until October 21, 2025. This made it a highly attractive offer for consumers, as they only had to pay for the making charges of the new jewelry.
Reception & Recall
- Tanishq leveraged Tendulkar’s image of trust and integrity to promote the trustworthiness and transparency of its gold exchange program.
- The gold exchange program accounts for a significant portion of Tanishq’s business, and the campaign saw a strong response, with over 30 lakh customers having participated over the years.
- Tendulkar had previously collaborated with Tanishq in April 2023 for the launch of a limited-edition “Celeste x Sachin Tendulkar” solitaire collection, commemorating his achievements, including the 2011 World Cup victory.
Sachin Tendulkar was quoted saying:
“Gold is woven into the lives of every Indian family – gifted, cherished, and relied upon as it is passed on with love through generations. Tanishq’s Gold Exchange offers families a transparent and trustworthy way to renew this legacy. Each exchange not just turns yesterday’s jewellery into today’s contemporary designs, but also adds up to something much larger by reducing India’s dependence on gold imports, which to me is a win for every Indian.”
