KISNA Diamond and Gold Jewellery, the flagship jewellery brand of the Hari Krishna Group, has launched a new campaign for its 9 Karat Diamond Jewellery offering. Targeted at Gen-Z and young consumers, the campaign uses offbeat humour to challenge long-held perceptions about the investment required to own real diamond jewellery.
Set inside a dimly lit kidnapping den, the campaign film opens with a young man bound and gagged while two kidnappers prepare to call his father for ransom. The set-up turns comic when they pause to calculate how much they should demand for specific jewellery items that they want to buy. The ransom negotiation becomes a jewellery-budget discussion, until the captive directs the kidnappers to KISNA’s 9 Karat Diamond Jewellery on their phone.
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Commenting on the campaign, Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said, “Since introducing our 9KT diamond jewellery range last year, we have received a strong consumer response, reaffirming that Gen-Z consumers aspire to own real diamond and gold jewellery without making a significant upfront investment. Our 9KT offering combines real diamonds and gold, contemporary designs and trusted craftsmanship at accessible price points. Ahead of the festive season, we aim to help more young consumers fulfil these aspirations through self-purchase and gifting. The campaign brings this proposition to life through an engaging narrative while reinforcing our commitment to making fine jewellery more accessible to the next generation.”
Conceptualised and executed by D&A Studios, the campaign film sets the stage for a series of quirky narratives designed to resonate with young audiences
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