banner image banner image drives consumer engagement for Tanishq's latest campaign, a global leader in conversational AI in collaboration with Meta recently partnered with Tata-owned Tanishq to boost consumer engagement on the launch of their latest collection ‘Utsaah’. The conversational AI-driven campaign was a huge success for the brand and resulted in 8700+ users exchanging 75K+ messages online. The campaign garnered more than 288K views for the 30 min long event.

The latest collection was unveiled by Tanishq in a Facebook Live event which was hosted by VJ Gaelyn. The event also featured Abhishek Rastogi, Head of Design at Tanishq, and celebrity stylist Anaita Shroff Adajania. VJ Gaelyn also interacted with the audience during the Live Stream and asked them questions about the collection. In order to drive maximum engagement, a two-pronged conversational AI strategy was designed. In the pre-launch phase, conversational AI was deployed to interact with the interested audience and drive them towards the event page. Apart from informing interested users about the event, AI was also used to set reminders for the users and send calendar invites.

The unique partnership with Meta ensured the adoption of best practices, which helped in running an effective campaign that pushed the boundaries of creativity to maximise engagement during the live and amplified the leads collected through Messenger.

Manoj Malhotra, Co-Founder & CTO,, said, “Conversational AI has changed the way brands and marketers view consumer engagement. For Tanishq, we are driving consumer engagement through automated conversations to announce the launch of its new collection. We were able to engage with every potential lead for the brand with real-time conversational responses.”

Gaurav Midha, Dep. Group Manager, Tanishq, said, “Partnering with helped us seamlessly interact with our social community in an immersive and personalised manner. The conversational AI campaign run by enabled us to boost our consumer engagement for the Utsaah launch event and take the campaign to the next level.”’s conversational AI and Live comment moderation system enabled Tanishq to engage with their Live audience in real-time. The partnership between and Meta enabled the targeting of the users who commented during the Live Event Streaming via direct messages using Messenger and helped the brand pursue potential leads. The AI also directed the interested consumers to landing pages via CTA (Call-to-Action) links.


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