The campaign
Kisna Diamond & Gold Jewellery has introduced its festive and wedding season campaign with brand ambassadors Shahid Kapoor and Mira Rajput Kapoor. The film is built around jewellery gifting moments and family celebrations, and it closes with the tagline Khushi Ke Har Pal Ke Liye Kisna.
The source does not name an agency or director. The rollout is broad: television, cinema, digital, print, influencer tie-ups, and more than 300 billboards across Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata.
- Brand: Kisna Diamond & Gold Jewellery
- Ambassadors: Shahid Kapoor and Mira Rajput Kapoor
- Audio: a new rendition of “Woh Kisna Hai” from the 2005 film Kisna
- Media: TV, cinema, digital, print, influencer tie-ups, 300+ billboards
What the film says and how
The film keeps the message on gifting. It follows the couple through family celebrations and positions jewellery as the object that marks those happy moments. The line Khushi Ke Har Pal Ke Liye Kisna presents the brand as a companion for every occasion, not just a single purchase.
Music does a lot of the emotional work. The campaign uses a reprised version of “Woh Kisna Hai” from the 2005 film Kisna, a natural name-to-name link between the melody and the brand. Shahid Kapoor said the playful surprises in the film felt natural because of his real-life equation with Mira: “The festive season is all about celebrating the people closest to us, and Kisna captures that beautifully through the joy of jewellery gifting. I particularly enjoyed the playful surprises woven into the film, something that feels very natural when Mira and I are together.”
The response so far
The source reports the launch and the scale of the media plan rather than audience reaction. Since the film has just been unveiled, the early signal is distribution: a multi-city television, cinema and digital push backed by a large outdoor presence.
Kisna’s chief marketing officer Prashant Awasthi described the thinking behind the creative: “Reprised a beloved melody that shares a natural connection with our brand, combined with Shahid and Mira’s playful exchanges, gave us a distinctive creative canvas. From cinematic storytelling to high-impact outdoor, cinema and digital activations, every element has been designed to build a memorable brand experience.”
The category context
Festive and wedding season is one of the most competitive periods for Indian jewellery advertising. In that field, a recognisable Bollywood couple and a familiar song can give a brand a quick emotional hook. Kisna is using both together: the Kapoors for chemistry and “Woh Kisna Hai” for brand recall.
The song choice is also a memory shortcut. A viewer who remembers the 2005 film can connect the title to the brand instantly, giving the ad recognition beyond the celebrity faces. The media plan suggests the goal is reach as much as storytelling.
What to watch next
The next signal is whether the large outdoor and digital push turns recall into festive season footfall and sales. Watch how Kisna extends the film through influencer tie-ups, and whether the reprised song travels beyond the ad.
Watch the original: Kisna on YouTube
Source: ETBrandEquity.com
