Karan Johar’s Tyaani Jewellery unveils new campaign
Karan Johar’s Tyaani Jewellery, a fine jewellery brand, has unveiled its new campaign ‘Forces of Tyaani’, featuring actor Jim Sarbh as brand ambassador. This marks a bold new chapter for the brand, showcasing the fast-growing men’s jewellery segment and underlining its commitment to a modern, inclusive vision of adornment.
With men increasingly embracing jewellery as an everyday expression of style and individuality, Tyaani steps forward to redefine fine jewellery.
The burgeoning interest in men’s jewellery signals more than a mere fashion trend,it resonates a cultural shift towards inclusivity, authenticity, and personal narrative.
Through this film, Tyaani is amplifying its commitment to men’s fine jewellery. Although, the brand has always offered select men’s pieces, this marks a stronger narrative push reframing jewellery as effortless style with an edge. The campaign challenges conventional male style cues and shifts the focus toward bold, modern statements in fine jewellery.
Notably, Tyaani, for years has been celebrated for empowering women through its versatile collections ranging from opulent bridal sets to red-carpet statements and everyday heirlooms.
Now, with men surging into the spotlight, the brand extends this philosophy of
self-expression and authenticity. Designed with the same ethos of craftsmanship and storytelling, Tyaani’s men’s line positions jewellery as everyday style with distinction from modern heirlooms that embody confidence, creativity, and individuality.
In the film, Jim Sarbh breaks away from the expected style codes such as belts, watches, cufflinks and introduces jewellery as the effortless plot twist in modern dressing. With a tone that is playful yet powerful, the campaign redefines men’s jewellery as bold, aspirational, and natural an authentic expression of individuality and edge.
Styled in a long necklace and cocktail rings from Tyaani’s collection, Jim highlights the versatility and sophistication of the brand’s men’s pieces. Each design is crafted in 18kt yellow gold, set with natural uncut and cut diamonds, and striking natural colored stones, using a new-age setting technique that bridges tradition with contemporary design.
As per Karan Johar, Founder, Tyaani Jewellery, “Style, for him is about
self-expression—and jewellery is one of the most personal and powerful ways to define it. With this campaign, we are amplifying our men’s fine jewellery offering, making it a bold and natural part of modern style. Jim embodies that spirit perfectly—effortless, authentic, and unafraid to experiment. He makes jewellery his own, which is exactly what Tyaani stands for.”
Conversing on the occasion, Brand Ambassador Jim Sarbh, said, he always believed style should have an element of surprise, something that feels truly your own. Jewellery, for him brings that unexpected edge—it’s bold yet effortless, personal yet versatile. What he loves about Tyaani’s pieces is how naturally they slip into everyday style, while still making a statement. This campaign is about embracing that twist, that individuality, and he feels excited to be a part of it.
MeanwhileTyaani Jewellery by Karan Johar is currently present in eight cities Delhi Mumbaj
– Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, and Chandigarh, Ahmedabad.
News Edit KV Raman
