KISNA Diamond and Gold Jewellery has released the second film in its ongoing campaign for 9 Karat Diamond Jewellery. The film uses humour to highlight the affordability of gold and diamond jewellery for younger consumers.
The campaign is aimed at Gen Z and younger buyers, with KISNA positioning its 9KT collection around real diamonds, real gold, contemporary designs and accessible price points. The collection includes designs intended for everyday wear, self-purchase and gifting.
The film is set in a dimly lit clinic, where a young man appears to be preparing to sell his kidney to raise money for a gold ring. When the doctor asks him about his decision, he simply says that he wanted to buy a gold ring.
The doctor then introduces him to KISNA’s 9 Karat Jewellery, prompting the young man to realise that such an extreme step was unnecessary. The situation forms the central comic element of the film while communicating the affordability of the collection.
The film closes with the voice-over, Sona lene ke liye aapko yeh sab nahi karna padega. The message reinforces KISNA’s focus on making gold and diamond jewellery more accessible to younger buyers.
The film is the second instalment in KISNA’s 9KT Diamond Jewellery campaign, which uses humour and unconventional situations to communicate with younger consumers.
Watch the campaign
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Speaking on the campaign, Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said, “For many young consumers, fine jewellery can still feel like a big-ticket purchase. Our 9KT Diamond Jewellery brings together real diamonds and gold, contemporary designs and trusted craftsmanship at more approachable price points.”
He further added, “Through this campaign, we are challenging that perception with humour and a language that feels fresh and relatable, while staying true to our philosophy of ‘Khushi ke har pal ke liye KISNA’.”
