KISNA's Campaign Says Love Expression Should Go Beyond One Day

KISNA Diamond and Gold Jewellery has launched a new Valentine’s Day campaign that challenges the idea of limiting expressions of love to a single day.

The campaign, titled “Kyunki Pyaar Jatana Zaroori Hai,” reinforces the brand’s belief that affection, care, and appreciation should be part of everyday life.

It aligns with KISNA’s larger brand thought, “Khushi Ke Har Pal Ke Liye KISNA,” which focuses on celebrating life’s meaningful moments rather than isolated occasions.

At the centre of the campaign is a 125-second digital film that uses a familiar domestic setting to convey its message. The story revolves around a middle-aged couple and their contrasting views on Valentine’s Day.

While the husband dismisses the day as a commercial event driven by marketing and social pressure, the wife believes that any occasion that encourages people to express love holds value. Their conversation mirrors debates commonly heard in households during the Valentine season.

• KISNA Diamond and Gold Jewellery says love should be expressed beyond Valentine’s Day
• KISNA’s new film highlights everyday affection over one-day romance
• Valentine campaign promotes simple, timeless expressions of love through jewellery

The narrative unfolds with subtle humour and realism, keeping the focus on everyday emotions rather than dramatic romance. As Valentine’s Day festivities continue outside, the couple’s discussion moves indoors, highlighting the difference between public celebration and private affection. The film concludes with a quiet gesture: the husband places a pair of diamond earrings under his wife’s pillow. The moment underlines the campaign’s core idea — love does not require a calendar reminder, but expressing it remains important.

Commenting on the campaign, Prashant Awasthi, Chief Marketing Officer at KISNA Diamond and Gold Jewellery, said the film is a tribute to simple, genuine expressions of love that often go unnoticed. He added that the brand wanted to show romance as timeless and relatable, cutting across age groups and occasions, with jewellery acting as a meaningful symbol rather than just a gift.

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The campaign is being promoted across digital and social media platforms, supported by a broader outreach plan. Through this initiative, KISNA continues to position itself as a brand rooted in emotion, relationships, and everyday expressions of love.