KISNA DIAMOND JEWELLERY, in its own way, is an inseparable part of the heritage of many families in our country. KISNA having more than 3500 outlets across 29 states and 400 cities across India is being regarded as one the largest distributed brand of Diamond Jewellery in India. With great privilege, Capio collaborated with KISNA DIAMONDS for a photo shoot, displaying their jewellery collections. At the same time, it was a great responsibility to make sure that we come with expected results.
In today’s fastmoving world where a thousand products fight to vie for customers’ attention, where one has hardly time to stop and take a breather, Capio had the challenge to present a different concept that ensures people make to notice KISNA’s diamond varieties. After conducting a thorough study about the brand and project, team Capio came into a conclusion to present the brand in a unique way.
After a lot of discussions and opinions, we ended up finalising with a"PAPER ART" concept which was not done by any other to advertise their brand. The idea was to do the entire frame in paper, including humans, buildings, trees, hills etc. We also wanted to convey a message or a story through the pictures. The story was to showcase some special moments that come in a married life and how a diamond beautifully plays its part in it.
The execution part demanded most of our time and effort. In the beginning, we prepared a proper storyboard and later we developed the sketches for it. The sketches exhibited the perspective view and angle of how the final photograph should look like. We also did a trial on making human figures out of paper and checked out it's working. After the trials and corrections, we started making each object with paper in reference with the storyboard sketches. Even though it was felt a little difficulty in the beginning, later we got on track. We prepared many life instances of married couples like proposal, marriage day, couples walking hand in hand at misty winter morning etc. including the image paper back ground and presented the importance of diamond in such occasions, in each image. The paper works were finished off in a week. The photoshoot was done in 3 days. It demanded more time to set up the scenes with a perfect angle and lighting. Even though it required efforts, this was the most exciting and fun part of the entire project. The editing part played a big role in bringing great results. The photographs were undergone slight edits and added some catchy quotes and logo to make the brochure of KISNA. Later it was used for hoardings too. The team concentrated in bring uniqueness in each element. Introducing a new style in advertising was the biggest challenge for us in this project. A branding agency’s success lays on how differently it handles its each project. In the case of KISNA, Capio is proud to say that our experiment with PAPER ART was noted by many and once more the team has proved that it always thinks different in saying the stories of others.