Shahid & Mira front KISNA’s 300+ billboard festive revival

01 · A familiar song, a festive story

KISNA Diamond & Gold Jewellery has launched its festive and wedding-season push with brand ambassadors Shahid Kapoor and Mira Rajput Kapoor. The centrepiece is a new rendition of "Woh Kisna Hai", the title song from the 2005 film Kisna, used to link the film’s title character with the jewellery brand.

The film begins with Mira discovering a diamond necklace on her dressing table and builds through playful surprises between the couple. Gifting moments among a father and daughter, husband and wife, brother and sister, and a grandmother follow, before the story closes at a wedding celebration.

That structure is deliberate. By putting jewellery into many everyday relationships, KISNA widens the occasion set beyond the bridal basket, which is where festive jewellery advertising often clusters.

02 · Why the song earns attention

The melody is more than a mood setter. It already carries the KISNA name, so the brand gets a shortcut to recognition instead of building festive recall from zero. Older viewers may associate the song with Shahid’s early film career; younger audiences can simply enjoy it as a seasonal love song.

Shahid Kapoor pointed to the joy of celebrating the people closest to us, while Mira Rajput Kapoor emphasised the thought behind a festive gift. Together, those lines clarify why the film spends more time on relationship moments than on product details.

This is nostalgia doing practical work. The familiar tune lowers the effort needed to place KISNA in the gifting conversation, while the story keeps the focus on the occasion rather than a product close-up.

03 · The scale behind the film

KISNA is running the campaign across television, cinema, digital, social media, print, influencer collaborations and retail. The outdoor leg alone includes more than 300 billboards across Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata.

• Festive film built around "Woh Kisna Hai" with Shahid and Mira
• Gifting moments across family relationships, ending in a wedding
• More than 300 billboards in five Indian cities
• Festive offers including a Grand Lucky Draw and Gold Rate Protection Plan

04 · What marketers can take

KISNA’s head of departments, Parth Mavani, said the ambition is to make the brand one that families "instinctively turn to for life’s most cherished celebrations". CMO Prashant Awasthi added that reprising "a beloved melody that shares a natural connection with our brand" gave the campaign a distinctive creative canvas.

The campaign shows a celebrity couple can do more than lend a familiar face. When cast in recognisable gifting moments and tied to a name-bearing song, they carry the brand’s emotional use case. The outdoor, retail and offer layer then translates that emotion into footfall.

The marketing take: familiarity is a media multiplier. Borrow a cultural asset that already says your name, then extend it across every touchpoint.

Source: Afaqs!

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.