According to the brand, the idea behind the campaign is not to highlight a singular representation of beauty or success, but present a ‘constellation of stories’, which reflect Tyaani’s approach to self-expression, while connecting its jewellery with lived experiences rather than visual trends
Mumbai: When most jewellery brands rely on a single celebrity to front an advertising campaign, what inspired Tyaani Jewellery by Karan Johar to field 10 celebrities individually in its ongoing ‘Forces of Tyaani’ campaign? According to the brand, the idea behind the campaign is to highlight individuals who bring authenticity and diversity to how they express themselves both in life and through jewellery. “We didn’t want a singular representation of beauty or success. We wanted a constellation of stories,” said Shravan Satyani, Partner, Tyaani Jewellery by Karan Johar. “Each of these personalities stands for something unique – quiet strength, expressive joy, unwavering ambition, radical grace and so on.”
The Forces of Tyaani campaign has so far unveiled four brand ambassadors – Shefali Shah, Shweta Tripathi, Tillotama Shome and Rasika Dugal – introduced one per week, each bringing their own story to reflect the brand’s emphasis on individuality and identity. The aim is to connect the brand’s handcrafted uncut diamond jewellery with lived experiences rather than visual trends. Each face represents a different interpretation of strength, choice and personal style, reinforcing Tyaani’s positioning as a jewellery label that values presence over performance.
The brand has selected people from across creative fields such as cinema, OTT platforms and theatre, known for making independent choices and building careers that are not shaped by trends. The jewellery they wear in the campaign is meant to reflect these characteristics, offering a connection between product and personal story.
The jewellery collections featured include uncut diamonds, coloured gemstones, sculptural gold pieces, and layering-friendly formats. These designs are structured to allow each wearer to adapt the jewellery to their own daily rhythm and preferences. The brand sees this styling approach as central to connecting with today’s jewellery buyer.
The campaign also complements Tyaani’s retail strategy. While it began as a digital-first brand, Tyaani has expanded to include eight stores across India, with more stores in the offing. The campaign supports this growth by building brand familiarity across both digital and physical channels.“Our digital base gave us reach. The stores give us connection,” said Satyani. “With campaigns like Forces of Tyaani, we bring both together—showing jewellery on real people and making it relatable.”
The campaign has also helped the brand reach newer customer segments. With each new personality reveal, Tyaani is able to generate weekly interest and conversations. “The format helps us maintain sustained attention. Each personality brings a new story and a new way of engaging with the jewellery,” notedSatyani.
As more names are revealed in the coming weeks, Tyaani continues its focus on marketing led by storytelling, connecting product with identity and creating deeper audience engagement.
Tyaani is a jewellery brand founded six years agoby Karan Johar, offering a wide range of handcrafted fine jewellery in gold, uncut and cut diamonds. Besides its online portal tyaani.com, TyaaniJewellery by Karan Johar is currently present in eight cities – New Delhi, Mumbai, Bengaluru, Hyderabad, Pune, Lucknow, Chandigarh and Ahmedabad.
Written by Achal Chaubey
Retail Jeweller India Exclusive
