Mumbai : KISNA Diamond and Gold Jewellery has unveiled the second film in its ongoing campaign series for 9 Karat Diamond Jewellery, using quirky humour and an exaggerated medical scenario to challenge the perception that real diamond and gold jewellery is always expensive. Targeted at Gen Z and younger consumers, KISNA’s 9KT Diamond Jewellery combines real diamonds, real gold, contemporary designs and skilled craftsmanship at more approachable price points. The collection offers designs for different personalities, styles and occasions, positioning 9KT jewellery as an accessible entry point for first-time diamond buyers, self-purchasers and gifting.
Speaking about the campaign, Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said that the brand aims to make fine jewellery feel more accessible to young consumers while communicating the proposition through humour and a fresh, relatable language. The campaign continues to reinforce KISNA’s philosophy of “Khushi ke har pal ke liye KISNA.”
The Film
Set inside a dimly lit clinic, the film features a young man seemingly preparing to sell his kidney to arrange money for a gold ring. When the doctor asks him why, he casually responds, “Ek sone ki anguthi leni thi.”
The doctor then points him towards KISNA’s 9 Karat Jewellery, leaving him to regret the drastic step he was about to take. The film delivers its message through the humorous voice-over: “Sona lene ke liye aapko yeh sab nahi karna padega.” Through the exaggerated situation, KISNA highlights its larger 9KT proposition—real diamonds and real gold, contemporary designs and craftsmanship at more accessible price points.
The film is the second instalment in KISNA’s 9KT Diamond Jewellery advertising series, which uses unconventional storytelling and humour to make fine jewellery communication more engaging for younger consumers. Watch the campaign film: KISNA 9KT Campaign Film on Instagram