DiamondBuzz
Diamonds That Don’t Cost A kidney: KISNA Spotlights Affordable 9KT Diamond Jewellery In Latest Campaign Film
- The latest film uses an exaggerated medical scenario and offbeat humour to highlight how real diamond and gold jewellery can be more accessible than consumers may assume
- KISNA continues to position 9KT Diamond Jewellery as an accessible entry point for Gen Z and young consumers aspiring to own real diamond and gold jewellery
KISNA Diamond and Gold Jewellery, one of India’s foremost jewellery brands, has unveiled the second film in its ongoing campaign series for 9 Karat Diamond Jewellery. Taking a fun and unconventional route, the film uses exaggerated humour to show young consumers that owning real diamond and gold jewellery can be far more accessible than they may imagine.
Designed to connect with Gen Z and younger consumers, KISNA’s 9KT Diamond Jewellery brings together real diamonds, real gold, contemporary designs and skilled craftsmanship at pocket-friendly price points. With a wide variety of designs suited to different personalities, styles and everyday occasions, the collection makes it easier for younger consumers to consider their first diamond purchase, self-purchase or gifting.
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. 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’.”
About the film:
Set inside a dimly lit clinic, the film follows a young man who appears ready to sell his kidney to arrange money for a gold ring. When the doctor asks him why, he casually replies, “Ek sone ki anguthi leni thi.”
The doctor quickly points him towards KISNA’s 9 Karat Jewellery, leaving the young man visibly regretting the drastic step he was about to take. The humour comes from the absurdity of the situation and the realisation that owning gold and diamond jewellery does not have to involve such extreme measures.
The film lands the thought with the voice-over, “Sona lene ke liye aapko yeh sab nahi karna padega.” Through the playful scenario, KISNA reinforces its larger 9KT proposition: real diamonds and real gold, coupled with contemporary designs and craftsmanship, at price points that make fine jewellery more approachable for the next generation.
The film is the second instalment in KISNA’s 9KT Diamond Jewellery ad series, which uses quirky, humorous storytelling to make fine jewellery communication more relatable and engaging for young consumers, while reinforcing KISNA’s promise of being part of khushi ke har pal.
Link to the film:
Watch the 9KT campaign film:
DiamondBuzz
Botswana Looks Beyond Rough Diamond Sales, Eyes U.S. Jewelry Market
The Duty Exemption By US Presents An Opportunity For Domestic Jewelry Manufacturers In Gaborone To Bypass Traditional Middle-Market Hubs and Establish A Direct Pipeline To American Consumers
Grappling with a painful downturn in global rough-diamond demand, Botswana is pivoting its economic strategy: expanding up the supply chain directly into American retail shelves while leveraging its resource wealth to fund conservation and diversification.
Speaking on the sidelines of New York Climate Week, Bogolo Joy Kenewendo, Botswana’s Minister of Minerals and Energy, highlighted the southern African nation’s plan to capitalize on a 0% import-tariff rate to the U.S. market. The duty exemption presents an opportunity for domestic jewelry manufacturers in Gaborone to bypass traditional middle-market hubs and establish a direct pipeline to American consumers.
shift The push into value-added manufacturing comes as the world’s top diamond producer by value navigates a broader structural Diamond revenues have long formed the bedrock of Botswana’s post-independence balance sheet, underwriting universal secondary education and tuition-free university funding. However, recent market volatility has underscored the vulnerabilities of a mono-sectoral economy.
Under the Botswana Economic Transformation Programme (BETP)—an initiative spearheaded directly by President Duma Boko and his vice president—the government is directing resources toward manufacturing, agriculture, and broader mining sectors to reduce its heavy reliance on rough diamond sales.
To support its luxury exports, Botswana is recalibrating its brand narrative around origin, environmental stewardship, and social impact. The country recently announced a five-year extension of the “Okavango Eternal” partnership alongside De Beers Group and the National Geographic Society. The initiative aims to protect the ecological integrity of the Okavango River Basin while tying diamond purchases to conservation efforts.
With De Beers currently facing an impending ownership change, officials remain optimistic that any capital restructuring could bring additional funds into Botswana to accelerate its domestic economic transition.
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