KISNA Diamond and Gold Jewellery has unveiled its Akshaya Tritiya campaign, ‘Khushiyon mein nivesh’, using a narrative-driven approach to connect jewellery purchases with emotional value and tradition. Timed ahead of Akshaya Tritiya, the campaign plays a strategic role in the brand’s annual marketing calendar, with the occasion contributing approximately 15–18% to overall revenue.
Conceptualised and executed by D&A, the campaign film adopts a slice-of-life format, centred on a family dynamic to communicate the meaning of ‘Akshaya’, defined as something that never diminishes and continues to grow. The storytelling leverages a child’s perspective to simplify and humanise the concept, making it accessible and relatable to a wide audience.
The film opens with a young girl asking her grandmother, “Dadi… Akshaya Tritiya kya hota hai?” The grandmother responds, “Akshaya ka matlab hota hai beta… jo kabhi khatam nahi hota… jo hamesha badhta hai.” This exchange sets the emotional tone, rooted in cultural insight and intergenerational learning. The child’s curiosity continues as she questions, “Par car to kuch saalon mein purani ho jati hai na… phir wo Akshaya kaise?”, creating a narrative thread that drives engagement.
As the story progresses, a playful interaction with her father builds anticipation around a surprise. The narrative transitions to a Kisna showroom, where product exploration is integrated into the storyline. Here, the father explains, “Hum invest karte hain khushiyon mein… ye wo khushiyan hain jinki value hamesha badhti hai.” This line anchors the campaign’s central message, linking jewellery with enduring emotional value rather than transactional purchase.
The film concludes with the child receiving a pendant and softly saying, “Akshaya!”, reinforcing the campaign’s theme of lasting happiness. The narrative structure blends product placement with emotional storytelling, ensuring brand integration remains seamless and non-intrusive.
Featuring Paritosh Tripathi alongside television actors, the campaign uses familiar faces to enhance relatability and authenticity. The storytelling approach aligns with Kisna’s broader brand thought, ‘Khushi ke har pal ke liye Kisna’, reinforcing its positioning as a companion to life’s meaningful moments.
Ghanshyam Dholakia, founder and managing director, Hari Krishna Group and KISNA Diamond and Gold Jewellery, said: “Akshaya Tritiya is a festival rooted in meaning and tradition. With this campaign, we wanted to bring that meaning alive in a simple and relatable way. The story reflects how happiness and togetherness are values that grow over time, and jewellery becomes a natural part of those moments.”
Parag Shah, ceo, KISNA Diamond and Gold Jewellery, added: “At KISNA, we believe jewellery is deeply connected to emotions and the moments people hold close. With ‘Khushiyon Mein Nivesh’, we wanted to tell a story that feels real and relatable, especially through a child’s perspective. The campaign captures how true value lies in happiness that continues to grow, making jewellery a meaningful part of that journey. Akshaya Tritiya remains one of the most significant occasions for us, contributing nearly 15–18% to our annual revenue, and continues to play a key role in driving consumer engagement and overall business performance.”
To complement the campaign, Kisna has introduced festive offers including up to 40% off on making charges for diamond jewellery, 30% off on gold jewellery, a 7% benefit for armed forces personnel, complimentary silver coins on eligible purchases and gift vouchers on select transactions redeemable until Dhanteras. These offers are designed to encourage participation in small, occasion-led purchases, aligning with the campaign’s theme of meaningful investment.
The campaign is being rolled out across digital platforms, supported by social media amplification in the lead-up to the festival. By combining storytelling, retail incentives and cultural insight, Kisna aims to drive both emotional resonance and commercial impact during a key buying season.
