KISNA Diamond and Gold Jewellery, the flagship brand of the Hari Krishna Group, has launched a new advertising campaign for its 9 Karat Diamond Jewellery range, targeting Gen Z and younger consumers.
The campaign uses humour-led storytelling to address perceptions around the cost of owning diamond jewellery and positions 9KT as an entry point for first-time diamond buyers, self-purchasers and festive shoppers.
The range combines real diamonds and gold with contemporary designs. KISNA has also introduced a Rakhi collection featuring 9KT designs priced below ₹20,000, with select pieces designed for use as pendants beyond the festival.
The first campaign film is set around a fictional kidnapping scenario, which shifts into a discussion about the cost of gold and diamond jewellery. The film directs the characters to KISNA’s 9KT range after they realise that the jewellery they want is available at comparatively accessible prices.
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.”
Shah added that the 9KT offering combines real diamonds and gold with contemporary designs and is being positioned for self-purchase and gifting among younger consumers.
The campaign is the first in a planned series of youth-focused films built around product-led storytelling and humour. KISNA currently has more than 1,500 shop-in-shop outlets and over 120 exclusive showrooms across India.
