Tanishq 'Purity check' campaign. Review on Tanishq, Mumbai

Since ancient times jewellery made of gold enjoyed a Unique place in the creation but unfortunately there was no equipment through which its purity could be checked; hence it was solely trust or word of mouth that would certify the purity of the gold. Hence, often people use to get cheated by their jeweler who use to mix up other metals and alloys with the gold which would eventually negotiate the excellence of this precious metal. As a result hardly ever people use to get pure gold in return of their money that they paid to buy gold thinking it to be pure.

Years passed, technology enhanced and finally an instrument was invented which could check the karatage of the gold. Karat meter was the name given to this dream instrument. Barely some of us would have ever heard of such instrument as very few jewelers have this instrument in their stores to satisfy their customers, because numerous jewelers believe that keeping such instrument would prevent them from malfunctioning thus will also cut off large part of their profit, As a result even now people don’t get the purity for what they pay.

Tanishq took the challenge not only to educate people about what all things should be well thought-out before planning the purchase of gold stuff but also to create openness on how jewelers exploit innocent people by selling ornaments made up of impure gold.

Tanishq planned a 20 days campaign in Delhi / NCR region. During this period Tanishqselected various location where people came to the Tanishq van and got free ‘gold purity check’ done on karat meter and also received a certificate that mentioned the karatage of the jewelry checked and if they found their jewellery to be less than 22k (i.e. up to 19.9k of purity) they could also exchange it for Tanishq’s certified jewellery at any of its outlet. To add more Tanishqoffered that jewellery up to 19.9k would be valued at 22k in exchange of any Tanishq Product. For Purity below 19.9k, the customer would have to pay for the difference to make it 19.9k and then avail of the offer.

Almost all Tanishq showrooms across the country use the globally acclaimed device called Karat meter for measuring gold purity. Karat meter uses X-rays to give an exact reading of the purity of gold in just 60 seconds, giving the consumer an unmatched benefit when buying or selling gold. This system is designed to give an accurate and quick reading of karatage of gold jewellery. It is in fact the most scientifically proven, non-destructive means of testing the purity of gold.

Apart from checking the purity, customers also got their jewelry cleaned by an imported Jewel clean equipment that uses just shampoo and plain water and cleans the jewellery with the help of ultrasonic wave generated in the equipment avoiding any loss of gold. Most of the people believed that getting jewellery cleaned means loosing some gold out of it hence, the jewellery piece was weighed with the help of a digital weighing machine prior to getting it cleaned and to convince the customer it was weighed for a second time after the cleaning process. The customers were overjoyed to discover that the weight was exactly the same. This method of cleaning was something raw, novel and interesting for numerous people.

Each and every piece of Tanishq jewellery is manufactured at an integrated facility that ensures highest quality control at each stage of manufacturing ranging from refining to alloying to the final finishes. Every piece is guaranteed and certified in writing.

Since past nine years Tanishq has become India’s jeweler of choice. Even today Tanishq is the only national jeweler in India with an unmatched consumer reach through 85 exclusive boutiques in 61 cities. This brand today commands the respect of millions of customers in India and abroad.

The company’s constantly evolving range begins from gold jewellery in 22 kt and extends to very affordable diamond studded jewellery. Tanishq’s jewellery prices start from a very affordable range of Rs. 1500/- (approx) and has special custom designed high value sets at the top end. Tanishq offers exchange for any jewellery and also offers an exciting saving scheme called “Golden Harvest” in which you get more jewellery than what you pay for.

A unique aspect of Tanishq’soffering is that a certificate of authenticity, certifying the purity of the gold and the colour, calarity and the caratage of each diamond, accompanies each piece of jewellery.

Hence said, “By Tanishq, we mean pure”

A Report by K. Prakash