Tyaani Jewellery by Karan Johar, a leading jewellery brand in India, has launched a new campaign called ‘Forces of Tyaani.’ The campaign introduces acclaimed Bollywood actress Shefali Shah as the brand’s first ambassador in this series.
This campaign marks an important new phase for Tyaani Jewellery. The brand plans to feature over 10 unique ambassadors. Each ambassador is a celebrated actor who has achieved success on their own terms. A new ambassador will be revealed every week. The campaign will run over several months and will be shared across many platforms.
As the jewellery industry changes, Tyaani is pushing the limits of what fine jewellery means. The brand is moving beyond traditional bridal and festive designs. The first campaign look showcases Shefali Shah. Her strong presence is highlighted through storytelling that encourages women to embrace and show their strength without apology. The campaign reflects the brand’s focus on innovation. It features delicate craftsmanship and reimagines heritage jewellery with a modern touch.
‘Forces of Tyaani’ is more than just a campaign. It is a cultural movement that brings to life the idea of Real Women, Real Stories, Real Jewellery. Each piece of jewellery is designed as a personal talisman. It represents careful craftsmanship, meaning, and authenticity. The brand aims to celebrate true beauty beyond surface shine.
In the campaign, Shefali Shah wears a classic Tyaani creation made with gold, precious gemstones, and both cut and uncut diamonds. This piece represents fine jewellery that connects with every woman’s story, spirit, and rhythm. Through this campaign, Tyaani invites all consumers to find and wear jewellery that feels personal and reflects their individuality.
Karan Johar, Founder of Tyaani Jewellery, expressed his excitement about the campaign:
“We are very excited to begin this new chapter. ‘Forces of Tyaani’ reflects the heart of our brand philosophy — luxury defined not by sameness or status, but by celebrating individuality. The campaign celebrates strength, authenticity, and innovation — the key values on which Tyaani was founded. We are proud and happy to welcome Shefali to the Tyaani family.”
Currently, Tyaani Jewellery has stores in seven cities: Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, and Chandigarh. The brand will also open its first store in Ahmedabad on June 8.
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