Karan Johar plays himself in an ad campaign for his fine jewellery brand, Tyaani

In the new campaign, Johar playfully sings lines from the popular ‘What Jhumka’ and ‘Bole Chudiyaan’ numbers from films made by Dharma Productions, as he exhorts the groom to be careful when removing the bride’s jewellery as it is from his exquisite collection

Mumbai: Karan Johar delivers an authentic, unscripted appeal to his audience, playing himself in the latest advertising campaign for his fine jewellery brand, Tyaani.

In the ad, Johar admires the jewellery belonging to a bride and playfully tells her “What Jhumka!”, a reference to the song by the same name from the film ‘Rocky Aur Rani Kii Prem Kahani’, from Johar’s own company, Dharma Productions.

He also refers to the bride’s bangles while singing a line from ‘Bole Chudiyaan’, a classic song in ‘Kabhi Khushi Kabhie Gham’, another film made by Dharma Productions.

That’s not all – Johar also shows up on the couple’s first night together, banging on the door and exclaiming “Hey, it’s me” in his signature tone, while joking that the groom should be careful when removing the bride’s jewellery. He then delivers the punchline: “Heerey ki qadar toh Johar ko hoti hai”, referring to his surname and his skill as a jeweller. The message he conveys is ‘owning a Tyaani means wearing with pride a piece of India’s rich culture along with Karan Johar’s signature mastery over grandiose and unrestricted luxury’.

Watch the ad campaign here

Johar started Tyaani Jewellery as an offline store in May 2022 in Mumbai, and has since expanded to other cities in India, including Bengaluru, Hyderabad, Delhi, Chandigarh, and Pune.

The brand specializes in uncut diamond jewellery, offering a range of necklaces, earrings, bangles and more. Though it has celebrities such as Madhuri Dixit Nene, Jhanvi Kapoor, Shanaya Kapoor and Kriti Sanon modelling the latest collections, Johar has been actively promoting the brand and consistently embracing his real-life persona in his ads.

According to the 2024 Hurun India Rich List, Karan Johar has an estimated net worth of Rs 1,400 crore, and continues to build his influence both in entertainment and business with Tyaani Jewellery.

Retail Jeweller India News