Mumbai: KISNA Diamond and Gold Jewellery has launched its latest Akshaya Tritiya campaign, ‘Khushiyon Mein Nivesh’, capturing the deeper cultural and emotional significance of the festival through a heartfelt, family-driven narrative.
Conceptualised as a slice-of-life story, the campaign brings alive the meaning of Akshaya—that which never diminishes and continues to grow—through the innocent curiosity of a child. The film beautifully highlights how jewellery symbolizes not just material value, but enduring happiness, relationships, and cherished memories.
A Story Rooted in Emotion and Tradition
Set in a warm family environment, the campaign opens with a young girl asking her grandmother about the meaning of Akshaya Tritiya. As the narrative unfolds, her curiosity leads to a touching family moment at a KISNA showroom, where she learns that true investment lies in happiness that grows over time.
The story reaches an emotional crescendo when the child receives a delicate pendant, joyfully understanding the meaning of “Akshaya,” reinforcing the campaign’s central message: “Iss Akshaya Tritiya… invest karein khushiyon mein.”
The film features actor Paritosh Tripathi along with seasoned television artists, adding authenticity and relatability to the narrative.
Strategic Importance of Akshaya Tritiya
Akshaya Tritiya continues to be a key business driver for KISNA, contributing approximately 15–18% of its annual revenue. The campaign is part of the brand’s larger effort to strengthen consumer engagement during this high-value festive period.
Commenting on the campaign, Ghanshyam Dholakia, Founder & Managing Director, Hari Krishna Group and KISNA, said: “Akshaya Tritiya is a festival rooted in meaning and tradition. With this campaign, we wanted to bring that meaning alive in a simple and relatable way. The story reflects how happiness and togetherness grow over time, with jewellery becoming a natural part of those moments.”
Parag Shah, CEO, KISNA Diamond & Gold Jewellery, added: “At KISNA, jewellery is deeply connected to emotions and meaningful milestones. Through ‘Khushiyon Mein Nivesh’, we’ve told a story that resonates across generations. Akshaya Tritiya remains one of our most significant occasions, driving both consumer engagement and business performance.”
Festive Offers to Enhance Consumer Engagement
In line with the campaign, KISNA has introduced a range of curated festive offers, including:
- Up to 40% off on making charges for diamond jewellery
- Up to 30% off on gold jewellery
- 7% additional benefit for armed forces personnel
- Complimentary silver coins on eligible purchases
- Gift vouchers redeemable until Dhanteras
These offers are designed to encourage meaningful purchases that combine emotional value with long-term investment.
Campaign Rollout
The campaign will be amplified across digital platforms and social media, ensuring strong visibility in the lead-up to Akshaya Tritiya.