Mumbai : KISNA Diamond and Gold Jewellery, the flagship jewellery brand of the Hari Krishna Group, has launched a new advertising campaign spotlighting its 9 Karat Diamond Jewellery range, aimed at challenging conventional perceptions around the affordability of real diamond jewellery.
With a distinctive blend of humour, youth-centric storytelling and product-led communication, the campaign positions 9KT diamond jewellery as an accessible entry point into fine jewellery for Gen Z and young consumers. Ahead of the festive season, KISNA is encouraging younger audiences to explore real diamond and gold jewellery for self-purchase, first-time ownership and gifting.
Link to the film:
Turning a Ransom Plot into a Jewellery Conversation
The first film in the campaign series takes an exaggerated kidnapping scenario and transforms it into a playful commentary on the perceived cost of owning real diamond jewellery. Set inside a dimly lit kidnapping den, the film opens with a young man tied up while two kidnappers prepare to demand a ransom from his father. The intimidating situation quickly takes an unexpected turn when the kidnappers begin debating how much money they should ask for.
One of them reveals that what he really wants is a gold pendant, leading to the captive’s cheeky response, “Bhai, mere liye?” The ransom conversation soon evolves into a discussion about jewellery budgets. The captive then introduces the kidnappers to KISNA’s 9 Karat Diamond Jewellery range on their phone. As they browse the collection and discover its accessible price points, the mood shifts from intimidation to excitement, culminating in the reaction, “Yeh toh bada mast hai, bhai.”
The film’s central message emerges from the absurdity of going through an elaborate kidnapping plot for jewellery that is already within reach. Looking directly into the camera, the captive asks, “Jab KISNA ki 9 Karat Gold Jewellery ho, toh itne papad kyun belne?” The film closes with the proposition “9 Karat Diamond Jewellery. Surprisingly Affordable!”, followed by KISNA’s brand line, “Khushi ke har pal ke liye KISNA.”
Making Fine Jewellery More Accessible
KISNA’s 9KT offering combines real diamonds and gold, contemporary designs and trusted craftsmanship at comparatively accessible price points. The proposition is also reflected in the brand’s new Rakhi collection, which features versatile 9KT designs priced below ₹20,000, with select pieces designed to be worn as pendants beyond the festival.
Speaking about 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.”
A New Series for the Next Generation of Jewellery Consumers
The film marks the beginning of a planned series of quirky, youth-focused narratives designed to communicate KISNA’s 9KT Diamond Jewellery proposition through entertaining and relatable storytelling. By combining humour with a clear product benefit, the campaign seeks to challenge the notion that owning real diamond jewellery necessarily requires a significant financial commitment, while positioning KISNA as a brand that understands the evolving aspirations of younger jewellery consumers.