Headlined by Sachin Tendulkar, the campaign reaffirms Tanishq’s commitment to transparency, trust, and the UAE community as part of the ongoing Proud of UAE initiative.
Dubai, UAE —4th May 2026: Tanishq, India’s most trusted jewellery brand and a TATA product, today announced the launch of its Festival of Exchange across the United Arab Emirates. The campaign invites residents to renew their gold legacy with two of the most rewarding exchange offers ever offered in the region: a 0% deduction on the exchange of old gold above 9KT, and up to AED 20 per gram extra off on exchanged old gold when purchasing diamonds. The offer is available across all Tanishq boutiques in Abu Dhabi, Dubai, and Sharjah.
Anchored by the campaign idea ‘What Endures, Shines’ and fronted by Sachin Tendulkar, the Festival of Exchange represents one of the boldest commercial moves by a jewellery retailer in the UAE, a clear signal of Tanishq’s confidence, scale, and intent to lead category transformation in the region.
Speaking on the launch, Mr Aditya Kejriwal, Head of Marketing, Jewellery International Titan Company Ltd, said, “Gold is deeply personal to every family in the UAE, it carries memory, milestones, and meaning. With the Festival of Exchange, we are taking a bold step to give that gold a new life on the most rewarding terms in the market today. Zero deduction on exchange above 9KT is a direct reflection of the Tanishq promise: complete transparency, certified purity, and absolute fairness at every step.”
He added, “Whether it is our 0% deduction policy, our certified karatmeter testing, or our lifetime exchange and buyback assurance, every Tanishq promise is designed to ensure that customers walk in with heirlooms and walk out with confidence.”
Reflecting on the campaign, Mr Sachin Tendulkar said, “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 turns yesterday’s jewellery into today’s contemporary designs, and also makes the purchase affordable.”
The Festival of Exchange is now live across all Tanishq boutiques in the UAE. Customers are encouraged to visit their nearest store in Abu Dhabi, Dubai, or Sharjah, or log on to http://www.tanishq.ae for further details. T&C apply.
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About Tanishq:
Tanishq, India’s most-loved jewellery brand from the TATA Group, has been synonymous with superior craftsmanship, exclusive designs, inimitable customer service and guaranteed product quality for over two decades.
At Tanishq, jewellery is not just a product, but a manifestation of artistry and our exquisite range of gold & diamond jewellery strikes the perfect balance between traditional charm and contemporary appeal. With designs that capture the beauty and celebration of special occasions, Tanishq aims to be an integral part of every woman’s journey. Attesting to this commitment towards excellence, Tanishq has been awarded the title of The Most Trusted Jewellery Brand in India by the Trust Research Advisory.
Tanishq currently has a presence of 430+ stores in India present and has 15+ stores across UAE, Qatar, Oman, Kuwait, Singapore and USA.
You can also shop online at www.tanishq.ae
For media queries, please contact:
Rajitha Nair
Watermelon Communications
Dubai, UAE