The actor appears in the campaign styled in striking, contemporary attire, surrounded by artefacts that echo her own timeless artistry
Mumbai: Tyaani Jewellery by Karan Johar has unveiled actor Zeenat Aman — a woman who redefined style for an entire generation and continues to command reverence today— as the newest face of the brand’songoing campaign ‘Forces of Tyaani’.
Zeenat Aman appears in the campaign styled in striking, contemporary attire, surrounded by artefacts that echo her own timeless artistry. In this visual world, she herself becomes the masterpiece — a living work of art adorned in Tyaani’s signature uncut diamond jewellery.
This marks a high point in the ongoing ‘Forces of Tyaani’ campaign, which has already spotlighted icons like Shefali Shah, Rasika Dugal, Tillotama Shome, Shweta Tripathi, Jiya Shankar, Shalini Pandey, Kalki Koechlin, Jim Sarbh, Kusha Kapila among others. With Zeenat Aman’s arrival, the narrative finds its showstopper moment: a legend whose charisma has outlasted eras and whose spirit resonates across generations.
At the heart of the collection is Tyaani’s uncut diamond jewellery. This technique, developed in the 18th century and cleverly re-engineered by Tyaani for their modern muses, is celebrated for its lightness and brilliance. Unlike traditional techniques, the stones are set without wax, allowing light to pass through and enhance their natural lustre. Each jewel reflects Tyaani’s balance of traditional technique and contemporary vision, mirroring Zeenat Aman’s own timeless-yet-modern appeal.
In the ad film, the actor brushes aside the label of a ‘yesteryear’s icon’, asserting instead that she is — and will remain — the Zeenat Aman, ‘today, tomorrow, forever’. True to her signature style, she refuses the ordinary and understated, choosing instead to embrace the big, the bold, and the larger-than-life. Just as she declares that “they don’t make icons like they used to” she draws a parallel with Tyaani Jewellery — iconic then, iconic now.
Commenting on the association, Karan Johar, Founder of TyaaniJewellery, said: “To have THE Zeenat Aman headline ‘Forces of Tyaani’ is nothing short of a dream. Her presence has outlasted eras, her words have reshaped narratives, and her legacy stands untamed by time. At Tyaani, we have always believed that individuality is the rarest form of luxury — and Zeenat Aman embodies that truth in every sense.”
The campaign celebrates more than jewellery — it celebrates individuality, inclusivity and empowerment, inviting every woman to embrace her rhythm, her story, and her spirit with jewels that are both modern and eternal.
Spearheaded by the creative genius of Karan Johar, Tyaani is a leading jewellery brand founded six years ago. It offers a wide range of fine jewellery in gold, uncut and cut diamonds.
The brand is currently present in eight cities – New Delhi, Mumbai, Bengaluru, Hyderabad, Pune, Lucknow, Chandigarh and Ahmedabad.
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