KISNA Diamond and Gold Jewellery Launches Akshaya Tritiya Campaign
KISNA Diamond and Gold Jewellery has unveiled its latest campaign, ‘Khushiyon Mein Nivesh’, ahead of Akshaya Tritiya, capturing the festival’s deeper cultural meaning through a heartfelt, family-centric narrative.
Positioned around the idea of investing in happiness, the campaign highlights the significance of Akshaya Tritiya—an important occasion that contributes nearly 15–18% to the brand’s annual revenue. To complement the theme of meaningful, small celebrations, KISNA has also introduced a range of curated festive offers for customers.
About the Campaign
The campaign film unfolds within a warm family setting on the morning of Akshaya Tritiya. It follows a young girl’s innocent curiosity about the meaning of “Akshaya,” which her grandmother explains as something that never diminishes and continues to grow. The child’s questions spark a thoughtful and playful exchange within the family, building anticipation for a surprise later in the day.
The narrative progresses to a KISNA showroom, where moments of togetherness and discovery take centre stage. As the family explores jewellery, the father explains that true investment lies in happiness—something whose value only grows over time. The message resonates deeply as the child eagerly contributes her own coin towards this shared joy.
The film concludes back at home, where the young girl is gifted a delicate pendant, symbolising the essence of “Akshaya.” Ending on an emotional note, the campaign reinforces a simple yet powerful message: to invest in happiness this festive season.
The campaign features Paritosh Tripathi in a key role, supported by a cast of seasoned television actors, adding relatability and authenticity to the story. The concept has been developed and executed by D&A.
Leadership Commentary
Commenting on the campaign, Ghanshyam Dholakia, Founder & Managing Director of Hari Krishna Group and KISNA, shared that Akshaya Tritiya is deeply rooted in tradition and meaning. He noted that the campaign aims to bring this essence to life through a simple, relatable story, highlighting how happiness and togetherness grow over time, with jewellery naturally becoming a part of these cherished moments.
Parag Shah, CEO of KISNA Diamond and Gold Jewellery, added that jewellery is intrinsically linked to emotions and meaningful life moments. He emphasised that ‘Khushiyon Mein Nivesh’ tells a relatable story through a child’s perspective, underlining how true value lies in happiness that continues to grow. He also highlighted the importance of Akshaya Tritiya as a key driver of consumer engagement and business performance for the brand.
Festive Offers & Rollout
Aligned with the campaign’s theme, KISNA has introduced attractive festive offers, including discounts on making charges for diamond and gold jewellery, special benefits for armed forces personnel, complimentary silver coins on select purchases, and gift vouchers redeemable until Dhanteras.
The campaign will be promoted across digital platforms, with strong social media amplification in the lead-up to Akshaya Tritiya, encouraging customers to celebrate the occasion through purchases that carry both emotional value and lasting significance.