KISNA revives Woh Kisna Hai with Shahid and Mira

01 · The ad

KISNA Diamond & Gold Jewellery has launched its festive campaign with brand ambassadors Shahid Kapoor and Mira Rajput Kapoor. The film, Woh Kisna Hai, uses a new rendition of the song from the 2005 Bollywood film Kisna to link the title character to the jewellery brand. It opens with Mira discovering a diamond necklace on her dressing table, moves through Shahid Kapoor’s playful jewellery surprises, includes gifting moments between a father and daughter, a husband and wife, a brother and sister, and a grandmother, and ends at a wedding celebration. The campaign runs across television, cinema, digital, social media, print, influencer collaborations and retail, with more than 300 billboards in Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata. No agency or director is named in the source.

02 · What works

Three things stand out for a brand leader.

• The name-song fit. Woh Kisna Hai is not a random track; it is the brand’s name already embedded in a known melody, which gives KISNA an almost automatic mnemonic.
• The casting. Shahid Kapoor and Mira Rajput Kapoor are a real couple, so their playful exchanges feel warmer and less performed than an ordinary celebrity pairing.
• The gifting map. The film deliberately moves through father-daughter, husband-wife, brother-sister and grandmother moments before a wedding, which positions KISNA beyond bridal jewellery and into family gifting.

03 · What misses

• The product story is thin. The source describes moments and offers, not a design detail, collection point or consumer tension that only KISNA could own.
• The craft stays hidden. No agency or director is named, so brand leaders cannot judge the thinking behind the execution, only the scale and casting.

04 · The verdict

7/10. KISNA has found a legitimately ownable hook: the song already carries its name. The campaign uses that asset with a likeable real-life couple and wide distribution, including more than 300 billboards and a retail push with a Grand Lucky Draw and Gold Rate Protection Plan. It is effective festive advertising, though the jewellery itself remains the least specific part of the story.

05 · The lesson

When a borrowed hook is inherent to the brand, it stops being borrowed and starts being brand equity. KISNA’s job now is to attach that recall to a sharper product reason.

Watch the original: KISNA on YouTube. Shown for review; the rights stay with the brand.

Source: Afaqs!

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