Mumbai : KISNA Diamond and Gold Jewellery, the flagship brand of the Hari Krishna Group, has launched its Valentine’s Day campaign titled ‘Kyunki Pyaar Jatana Zaroori Hai’, highlighting the importance of expressing love through simple, meaningful gestures. Rooted in the brand’s philosophy “Khushi Ke Har Pal Ke Liye KISNA,” the campaign features a 125-second emotionally driven film that blends warmth, subtle humour, and realism to underline that love may exist every day, but expression is what strengthens relationships.
The campaign film presents a relatable narrative centred around a middle-aged couple reflecting on the growing commercialisation of Valentine’s Day. While the husband initially dismisses the occasion as a modern ritual, the wife believes that any day encouraging people to express affection holds value. As the story unfolds through everyday moments — including a mistaken Valentine’s gift delivery and observations of younger couples celebrating — the narrative shifts to a quiet, intimate moment at home. In a heartfelt conclusion, the husband surprises his wife with diamond earrings placed beneath her pillow, reinforcing the message: “Pyaar jatane ke liye koi din zaroori nahin hota… par pyaar ho toh jatana zaroori hai.”
Commenting on the campaign, Prashant Awasthi, Chief Marketing Officer, KISNA Diamond and Gold Jewellery, said the initiative celebrates the often-overlooked, everyday expressions of love. He noted that the campaign was designed to feel authentic and relatable, portraying romance beyond age or occasion. He added that KISNA views jewellery not merely as adornment but as a symbol of emotional connection, and through this film, the brand aims to encourage thoughtful and consistent expression of feelings.
The Valentine’s campaign will be promoted across KISNA’s digital and social media platforms, supported by a comprehensive outreach strategy spanning print and outdoor media around the festive period. The initiative further strengthens KISNA’s positioning as a brand associated with meaningful moments of togetherness and emotional connection.