KISNA Diamond and Gold Jewellery has unveiled its Valentine’s Day campaign, ‘Kyunki Pyaar Jatana Zaroori Hai’, spotlighting the idea that love is not defined by grand gestures or a single day, but by consistent expression in everyday life.
Video: https://www.youtube.com/watch?v=5rwqXJuaOCY
At the heart of the campaign is a 125-second digital film featuring an older couple reflecting on Valentine’s Day and its perceived commercialisation. While the husband questions the relevance of celebrating a designated day for love, the wife gently counters that any occasion encouraging people to express affection holds meaning.
Set within the intimacy of their home, the narrative focuses on familiar, everyday exchanges rather than public displays of romance. The story unfolds through subtle conversations and shared moments, culminating in a quiet surprise: the husband leaves a pair of diamond earrings beneath his wife’s pillow. The understated gesture reinforces the campaign’s central message-that love may not need an occasion, but expressing it remains essential.
By portraying mature companionship, the film moves beyond conventional depictions of youthful romance and presents love as something that deepens over time. Jewellery serves as a symbolic extension of emotion, positioned as a thoughtful expression rather than the focal point.
Prashant Awasthi, chief marketing officer, KISNA, said the campaign reflects the brand’s philosophy of celebrating happiness in every moment and encourages people to value small, meaningful gestures that nurture relationships over time.
The film will run across digital, social, print and outdoor platforms during the Valentine’s period.
