- TyaaniJewellery by Karan Johar to unveil 10 new brand ambassadors, under new campaign ‘Forces of Tyaani’
- The campaign celebrates individuality and self-expression as the rarest forms of luxury
- Campaign ‘Forces of Tyaani’, featuring Shefali Shah, is now live
Mumbai 2 June 2025: TyaaniJewellery by Karan Johar, one of India’s leadingjewellery brands, has unveiled its all-new campaign, ‘Forces of Tyaani’, introducingacclaimed Bollywood actor Shefali Shah as the first brand ambassador in the series.
This marks a bold, new chapter in the company’s journey, with over 10 distinctiveambassadors. TyaaniJewellery 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 campaign will unfold over the next few months across multiple platforms.
The first look of ‘Forces of Tyaani’ features Shefali Shah, her commanding presence is captured through powerful storytelling that inspires women to embrace and express their strength unapologetically. She appears magnetic in a classic Tyaani necklace—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.
The campaign celebrates individuality as the rarest form of luxury, highlighting theentire spectrum
of women who discover and wear their unique strength with pride.
Karan Johar, Founder, TyaaniJewellery, shares his enthusiasm on this campaign:
“We are truly excited about this new chapter. ‘Forces of Tyaani’ lies atthe 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”
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 jewellerybecomes a personal talisman, rooted in craftsmanship, intention, and authenticity—moving beyond superficial gloss to celebrate inherent beauty.
TyaaniJewellery by Karan Johar is currently present in seven cities – Delhi, Mumbai,Bangalore, Hyderabad, Pune, Lucknow and Chandigarh. The brand is also openingits first store in Ahmedabad on June 8th. Consumers can also shop online at tyaani.com.
TyaaniJewellery by Karan Johar
Spearheaded by the creative genius of Karan Johar, Tyaani is a leading jewellerybrand was founded 6 years ago. The brand came to life with the vision to introduce Indian audiences, for the first time ever, to a curation of handcrafted fine jewellery that’s as affordable as it is magnificent. The brand is currently present in 8 cities – Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad.The brand takes great pride in their authentic designs and craftsmanship, offering a wide range of fine jewellery in gold, uncut andcut diamonds.
