NEW DELHI, NOV 29 : With the launch of its new advertising campaign, “Teri Roshni Hun Main,” which stars well-known television actor Nakuul Mehta, KISNA, the diamond and gold jewellery brand from the Hari Krishna Group, has announced its comeback.

The campaign targets the modern Indian woman who encounters concerns about her decisions frequently and uses her own creativity to dispel them.

Nakuul, the face of KISNA, is shown in the advertisement as this contemporary woman’s confidante. The campaign expands on the company’s new brand identity and concept, which encourages women to shine through at every turn.

In the brand’s most recent advertisement, Nakuul appears in a brand-new avatar, representing KISNA and posing challenging questions, providing a sobering reality check, and eventually offering friendship, support, and confidence to the contemporary woman who has chosen her path. The brand’s view that every woman has the inner power and conviction to realise her full potential and fulfil her aspirations is reflected in the campaign, which is a testimonial to this support. Her “Roshni” and the embodiment of her luminosity are KISNA.

According to Parag Shah, Director of KISNA, “The Indian woman is ready to upgrade from traditional gold to more wearing diamonds with increased prosperity and worldwide exposure. Given the history of the Hari Krishna Group, KISNA is best suited to be a diamond-first brand. The re-stage campaign coincides with a modification in the distribution plan that focuses on retail franchise growth. KISNA, which was established in 2005, is the most popular diamond jewellery brand in India.

“The campaign represents the re-stage of KISNA and consolidates its new positioning and ideology to be more relevant to the modern middle-Indian lady,” noted Ankita Srivastava, Chief Marketing Officer, KISNA. By emphasising the woman as the “Heera” and the brand as her confidant, we aim to reframe the jewellery category’s narrative. The brand has a considerable foothold in middle India, where Nakuul, a prominent TV actor, commands enormous appeal. His persona strikes the ideal combination between playfulness and knowledge to help KISNA, a brand of diamond jewellery for everyday wear, gain popularity and trust.

When discussing his affiliation, Nakuul said, “Being surrounded by strong woman forces my entire life, I have always seen them as inspirational individuals that represent fervour, grit, compassion, and commitment across every facet of their lives. Therefore, I thought that my affiliation with KISNA was the ideal extension of my philosophy. For my first-ever jewellery business cooperation, I’m overjoyed to have such a smooth marriage of ideas, making KISNA and their mission more meaningful to me.(PHN)