While Shah is the first brand ambassador in the series, Tyaani is set to unveil nine more brand ambassadors– with a new face introduced every week – to spearhead the 360-degree campaign, which pitches individuality and self-expression as the rarest forms of luxury
Mumbai: Tyaani Jewellery by Karan Johar, one of India’s leading jewellery brands, has unveiled its all-new campaign, ‘Forces of Tyaani’, introducing acclaimed Bollywood actor Shefali Shah as the first brand ambassador in the series.
This marks a bold, new chapter in the company’s journey, with more than 10 distinctive brand ambassadors. Tyaani Jewellery by Karan Johar is set to bring together celebrated actors who have redefined success on their own terms. With a new face introduced every week, each one a force in their own right, the 360-degree campaign will unfold over the next few months across multiple platforms.
As the jewellery world evolves, Tyaani is pushing boundaries by redefining fine jewellery with narratives that move beyond traditional bridal or festive norms. The first look of ‘Forces of Tyaani’ features Shefali Shah, and her commanding presence is captured through powerful story-telling that inspires women to embrace and express their strength unapologetically. Rooted in the brand’s ethos of bringing innovation, the campaign showcases an art form that involves delicate craftmanship, refashioning heritage jewellery with a modern flair.
Bringing the idea of ‘Real Women, Real Stories, Real Jewellery’ to life, ‘Forces of Tyaani’ is more than a campaign—it’s a cultural movement. Every piece of jewellery becomes a personal talisman, rooted in craftsmanship, intention, and authenticity—moving beyond superficial gloss to celebrate inherent beauty.
In this campaign, Shah is seen wearing a classic Tyaani masterpiece—crafted in gold, precious gemstones, cut and uncut diamonds—an ultimate expression of fine jewellery that resonates with every woman’s rhythm, story and spirit. Through this initiative, the brand extends an open invitation to every consumer to discover and wear a piece that is personal, intimate and a reflection of self-expression.
Karan Johar, Founder, Tyaani Jewellery, shared his enthusiasm about the campaign, saying, “We are truly excited about this new chapter. ‘Forces of Tyaani’ lies at the very heart of our brand philosophy—redefining luxury not by uniformity or status, but by celebrating individuality. At its core, the campaign champions strength, authenticity, and innovation—the very pillars on which Tyaani was built. It’s a moment of pride and sheer joy to welcome Shefali to the Tyaani family.”
Spearheaded by the creative genius of Karan Johar, Tyaani is a leading jewellery brand founded six years ago, offering a wide range of handcrafted fine jewellery in gold, uncut and cut diamonds. Besides its online portal tyaani.com, Tyaani Jewellery by Karan Johar is currently present in seven cities – New Delhi, Mumbai, Bengaluru, Hyderabad, Pune, Lucknow and Chandigarh. The brand is opening its first store in Ahmedabad on June 8.
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