Ahead of the festive season, the campaign targets Gen Z and young consumers considering their first diamond purchase, self-purchase or festive gifting
Mumbai: KISNA Diamond and Gold Jewellery has launched a new ad campaign to promote its 9 Karat diamond jewellery offering. Targeted at Gen Z and young consumers, the campaign uses offbeat humour to challenge long-held perceptions about the investment required to own real diamond jewellery.
Ahead of the festive season, KISNA is positioning 9KT as an accessible entry point into fine jewellery, particularly for younger consumers considering their first diamond purchase, self-purchase or festive gifting. The offering combines real diamonds and gold with contemporary designs.
This proposition is already reflected in KISNA’s new Rakhi collection, which includes versatile 9KT designs priced below Rs 20,000 that can also be worn as pendants after the festival.
Commenting on the campaign, Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said, “Since introducing our 9KT diamond jewellery range last year, we have received a strong consumer response, reaffirming that Gen Z consumers aspire to own real diamond and gold jewellery without making a significant upfront investment. Our 9KT offering combines real diamonds and gold, contemporary designs and trusted craftsmanship at accessible price points. Ahead of the festive season, we aim to help more young consumers fulfil these aspirations through self-purchase and gifting. The campaign brings this proposition to life through an engaging narrative while reinforcing our commitment to making fine jewellery more accessible to the next generation.”
The film is set inside a dimly lit kidnapping den, and opens with a young man bound and gagged while two kidnappers prepare to call his father for ransom. The menacing set-up quickly turns comic when they pause to calculate how much they should demand. One of them admits that all he really wants is a gold pendant, prompting the captive to cheekily ask, “Bhai, mere liye?”
What begins as a ransom negotiation soon becomes a jewellery-budget discussion, until the captive directs the kidnappers to KISNA’s 9 Karat diamond jewellery on their phone. As they browse the pendants and discover the unexpectedly accessible prices, intimidation gives way to excitement, capped by an approving “Yeh toh bada mast hai, bhai.”
The absurdity of planning an elaborate kidnapping for jewellery that is already within reach delivers the film’s central joke. The captive then looks into the camera and asks, “Jab KISNA ki 9 Karat Gold Jewellery ho, toh itne papad kyun belne?” The film closes with “9 Karat diamond jewellery. Surprisingly affordable!”, followed by “Khushi ke har pal ke liye KISNA.”
The film marks the beginning of a planned series of quirky, youth-focused narratives that will showcase KISNA’s 9KT diamond jewellery through entertaining, product-led storytelling.
Watch the film here:
Launched in 2005, KISNA is the flagship jewellery brand of the Hari Krishna Group, and is guided by its vision of ‘Har Ghar KISNA’. It has built a strong nationwide presence with over 1,500 shop-in-shop outlets and 120+ exclusive showrooms across India.
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