2 months ago| article
Watch the films conceptualised by Contract Advertising here
Dec 01, 2022 10:44:00 AM | Video | Campaign India Team Share -
Kisna Diamond and Gold Jewellery has rolled out a campaign 'Teri Roshni Hun Main' (I am your light) featuring actors Stefy Patel, Tamanna Sharma and Nakuul Mehta.
Conceptualised by Contract Advertising, the films through Patel, Sharma and Mehta, showcase the confident steps women take in their life and how Kisna helps them. The first film features Mehta embracing the fact that she is getting ready to marry a man who earns lesser than her. The second film depicts how Sharma is secure about wearing western clothes at a function regardless of what people might think.
Parag Shah, Director, Kisna, said, ''With rising affluence and international exposure, the Indian woman is ready to upgrade from traditional gold to more wearable diamonds. Kisna is best positioned to be a diamond-first brand given its Hari Krishna Group legacy. The re-stage campaign comes hand in hand with a shift in distribution strategy to focus on EBOs (Exclusive Branded Outlets). Launched in 2005, Kisna is India’s most widely distributed diamond jewellery brand.''
Ankita Srivastava, chief marketing officer, Kisna, said, “The campaign marks the re-stage of Kisna and consolidates its new positioning and philosophy to be more relevant to the progressive and aspirational woman. We attempt to re-frame the jewellery category narrative by putting the focus squarely on the woman as the 'Heera' and the brand as her confidant. Nakuul Mehta, a leading TV actor commands massive appeal in middle India where the brand has a significant presence. His character brings about the right balance of playfulness and expertise necessary to build appeal and trust for Kisna, an everyday wears diamond jewellery brand.''
Sagar Mahabaleshwarkar, chief creative officer, Contract Advertising, said, “The campaign is a disruptive take on the concept of a woman’s radiance and where diamond jewellery fits into the narrative.''
Rahul Ghosh, senior vice president and executive creative director, Contract Mumbai, said, “We were very clear that we wanted to make the brand the hero. That thinking led to the execution. The celebrities and the rest of the pieces just fell into place.''
Ayan Chakraborty, executive vice president and general manager, Contract Mumbai, said, “Kisna is a relatively new brand in the category, and we needed a fresh narrative to make the brand stand out. This campaign puts the brand front and centre as the sparkle that makes the modern-day woman shine with her bold decisions."