Why go through all that trouble for jewellery KISNA’s new campaign spotlights its surprisingly affordable 9KT offering

Mumbai, 25 August 2026: KISNA Diamond and Gold Jewellery, the flagship jewellery brand of the Hari Krishna Group, has launched a new ad film 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.

Ahead of the festive season, KISNA is positioning 9KT as an accessible entry point into fine jewellery, particularly for younger consumers considering their first diamond purchase, self-purchase or festive gifting. The offering combines real diamonds and gold with contemporary designs.

Speaking 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.”