KISNA Diamond & Gold Jewellery has launched a festive campaign featuring brand ambassadors Shahid Kapoor and Mira Rajput Kapoor, bringing back the iconic song ‘Woh Kisna Hai’ from the 2005 Bollywood film Kisna in a new rendition.
The campaign draws a connection between the film’s title track and the jewellery brand’s name, using nostalgia to highlight the role of diamond and gold jewellery in festive celebrations, thoughtful gifting and weddings. The campaign film follows Mira as she discovers a diamond necklace on her dressing table. A glimpse of Shahid in the mirror sets off a playful pursuit, with jewellery surprises unfolding along the way. The narrative also features gifting moments across generations, including a father presenting his daughter with a diamond pendant, a husband surprising his wife with earrings, and a brother concealing a pendant inside a chocolate wrapper. Another scene shows a grandmother gifting diamond bracelets to a newborn girl and her mother.
The film culminates in a wedding celebration featuring Shahid and Mira, with music, dance and KISNA jewellery taking centre stage. The campaign closes with the brand’s message, ‘Khushi Ke Har Pal Ke Liye KISNA’.
Parth Mavani, Head of Departments, KISNA Diamond & Gold Jewellery, said, “Our ambition is to make KISNA a brand that families instinctively turn to for life's most cherished celebrations. This festive season, we wanted to bring that vision alive on a larger canvas, with our brand ambassadors Shahid and Mira adding warmth and relatability to the narrative. The campaign reflects our commitment to making diamond and gold jewellery an integral part of India's gifting culture.”
Prashant Awasthi, Chief Marketing Officer, KISNA Diamond & Gold Jewellery, said, “We envisioned a festive campaign that would be as memorable in its storytelling as it is in its scale. Reprising 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 that resonates beyond the festive season.”
Shahid Kapoor, Actor, said, “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. Bringing those moments to life on screen made this campaign even more special.”
Mira Rajput Kapoor, Entrepreneur, said, “There's something beautiful about the thought behind a gift, especially during the festive season. KISNA brings that emotion alive through moments that feel warm, familiar and true to life. The playful exchanges with Shahid reminded me of the little surprises and celebrations we share, making the experience feel personal and memorable.”
The campaign is part of KISNA’s 360-degree festive marketing initiative, spanning television, cinema, digital platforms, social media, print, influencer collaborations and retail activations. The rollout also includes more than 300 billboards across major cities, including Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata, supporting the brand’s #GiftHappiness message. To encourage consumer participation during the festive and wedding season, the brand is also offering initiatives such as a Grand Lucky Draw and a Gold Rate Protection Plan.
