Titled ‘Kyunki Pyaar Jatana Zaroori Hai’, the 125-second film portrays a middle-aged couple finding romance in moments of everyday life
Mumbai: KISNA Diamond and Gold Jewellery has launched a Valentine’s Day campaign celebrating the importance of expressing love in everyday life. Part of the brand’s ‘Khushi Ke Har Pal Ke Liye KISNA’ philosophy, the campaign is titled ‘Kyunki Pyaar Jatana Zaroori Hai’, and comprises a 125-second film that blends joy and light humour with emotional story-telling to show that while love exists every day, expressing it is what strengthens relationships.
Set against the backdrop of Valentine’s Day buzz, the film opens with a middle-aged couple discussing the growing commercialization of the occasion. The husband dismisses Valentine’s Day as a modern ritual, while the wife counters that any day that encourages people to express affection has its place. As he watches young couples celebrating outside and reacts to a wrong delivery attempt at their door for a Valentine’s gift, the conversation continues around whether love needs grand gestures or expensive presents.
The narrative moves to a quieter evening moment at home. In the final scene, the husband surprises his wife with diamond earrings hidden beneath her pillow. Reflecting on their earlier exchange, he says, “Kyunki pyaar jatane ke liye koi din zaroori thodi na hota hai… par pyaar ho toh jatana bhi zaroori hai,” highlighting the film’s central message that love should be expressed without waiting for a specific occasion. The film closes with the couple sharing a quiet smile as the KISNA jewellery becomes part of a simple, personal expression of affection.
Commenting on the campaign, Prashant Awasthi, Chief Marketing Officer, KISNA Diamond and Gold Jewellery, said, “This campaign, part of our ‘Khushi Ke Har Pal Ke Liye KISNA’ philosophy, is a tribute to the quiet, everyday expressions of love that often go unnoticed. We wanted to portray a story that feels real and relatable, where romance is not limited by age or occasion. At KISNA, we believe jewellery is more than adornment. It is a symbol of emotion and connection. Through this film, we hope to encourage people to express their feelings thoughtfully and consistently, because it is these small, meaningful gestures that strengthen relationships over time.”
The Valentine’s Day film will be promoted across KISNA’s digital and social media platforms, supported by a comprehensive outreach plan heightened around the occasion. The campaign reinforces KISNA’s position as a brand that celebrates meaningful moments of togetherness.
Launched in 2005, KISNA is the flagship diamond and gold jewellery brand from the Hari Krishna Group. KISNA has established an extensive distribution network, reaching over 3,000 shop-in-shop outlets across 28 States in India. The brand has 130+ exclusive showrooms across the country and a strong online presence.
Retail Jeweller India News
