MUMBAI: KISNA Diamond and Gold Jewellery has launched a Valentine’s Day campaign built around the idea that love deserves expression every day, not just on a single occasion. Titled Kyunki Pyaar Jatana Zaroori Hai, the campaign features a 125-second film that blends light humour with emotional storytelling.
The film follows a middle-aged couple debating the growing commercialisation of Valentine’s Day. While the husband dismisses it as a modern ritual, the wife argues that any day encouraging affection has value. As the narrative unfolds through everyday moments at home, the husband ultimately surprises his wife with a pair of diamond earrings, underlining the message that love may not need a special day, but it does need to be expressed.
The campaign is part of Kisna’s brand philosophy, Khushi ke har pal ke liye Kisna, and will be promoted across digital and social media platforms, supported by print and outdoor outreach around Valentine’s Day.
Kisna Diamond and Gold Jewellery chief marketing officer Prashant Awasthi, said the film celebrates quiet, relatable moments of romance that often go unnoticed, positioning jewellery as a symbol of emotion rather than just adornment.
Conceptualised and produced by D & A Studios, the campaign reinforces Kisna’s focus on meaningful connections and everyday togetherness.