• 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:

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