KISNA Diamond & Gold Jewellery has launched its festive campaign with brand ambassadors Shahid Kapoor and Mira Rajput Kapoor, reviving the song ‘Woh Kisna Hai’ from the 2005 film Kisna. The reprised melody anchors a story about surprise gifts, family celebrations and the tagline: ‘Khushi Ke Har Pal Ke Liye KISNA’.
The brand is using a shared name to connect a familiar Bollywood memory with its festive and wedding-season push. Instead of a straight jingle, the film places the old song in a contemporary home and wedding setting.
What happens in the film
The campaign film opens with Mira finding a diamond necklace on her dressing table. A glimpse of Shahid in the mirror sets off a playful pursuit, with more jewellery surprises throughout the story. The narrative then moves through family gifting moments:
- A father gives his daughter a diamond pendant.
- A husband surprises his wife with earrings.
- A brother hides a pendant inside a chocolate wrapper.
- A grandmother gifts diamond bracelets to a newborn girl and her mother.
The film ends at a wedding celebration, where Shahid and Mira come together amid music, dance and KISNA jewellery.
Why this matters for marketers
This is an example of borrowing a proven emotional asset and making it the brand’s own. KISNA is not licensing an unrelated track; it is using a song that already shares its name, so the association feels natural rather than forced.
The film also reframes jewellery from a high-value purchase to a gifting ritual. By showing multiple family relationships, the brand widens the purchase trigger beyond weddings to birthdays, anniversaries, new births and festive moments.
Prashant Awasthi, Chief Marketing Officer at KISNA, said the team wanted a campaign ‘as memorable in its storytelling as it is in its scale’, adding that the reprise and the Kapoors’ ‘playful exchanges’ gave the brand a distinctive creative canvas.
What marketers can do
The rollout spans television, cinema, digital, social media, print, influencer collaborations and retail activations, with more than 300 billboards across Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata carrying the #GiftHappiness message. KISNA is pairing the emotional film with activation mechanics — a Grand Lucky Draw and a Gold Rate Protection Plan — to convert awareness into store visits.
Parth Mavani, Head of Departments at KISNA, said the ambition is to make KISNA ‘a brand that families instinctively turn to for life’s most cherished celebrations.’ That positioning leaves room for the brand to market gifting year-round, not only during Diwali.
For marketing leaders, the takeaway is to pair a nostalgic hook with practical seasonal offers. A song may create recall, but a Gold Rate Protection Plan gives a hesitant buyer a reason to act now.
Source: MediaNews4U
