Zeenat Aman is face of Tyaani Jewellery’s ‘Forces of Tyaani’ campaign
Zeenat Aman is face of Tyaani Jewellery’s ‘Forces of Tyaani’ campaign
Tyaani Jewellery by Karan Johar has roped in Bollywood icon Zeenat Aman as the face of its latest campaign, ‘Forces of Tyaani,’ celebrating the brand’s uncut diamond collection.
Veteran actress Zeenat Aman redefined style for a generation and continues to command reverence even as of today. She now makes her presence Tyaani Jewellery by Karan Johar as the face of its campaign, ‘Forces of Tyaani.’
Unprecedented she’s been seen in before, Zeenat Aman appears in the campaign styled in contemporary attire, surrounded by artefacts that echo her timeless artistry. In this visual world, she emerges as the centrepiece, a work of art adorned in Tyaani’s signature uncut diamond jewellery.
This marks a high point in the ongoing Forces of Tyaani campaign, which has already showcased icons like Shefali Shah, Rasika Dugal, Tillotama Shome, Shweta Tripathi, Jiya Shankar, Shalini Pandey, Kalki Koechlin, and, more recently, Jim Sarbh and Kusha Kapila, among others.
With Zeenat Aman’s arrival, the narrative finds its showstopper moment: a figure whose charisma has outlasted eras and whose spirit resonates across generations.
At the heart of the collection is Tyaani’s uncut diamond jewellery. This technique, developed in the 18th century and re-engineered by Tyaani for their modern muses, is celebrated for its lightness and brilliance.
Unlike traditional techniques, the stones are set without wax, allowing light to pass through and enhance their natural lustre. Each jewel reflects Tyaani’s balance of traditional technique and contemporary vision, mirroring Zeenat Aman’s own timeless-yet-modern appeal.
In the film, Zeenat brushes aside the label of a “yesteryear’s icon,” asserting instead that she is — and will remain — the Zeenat Aman, “today, tomorrow, forever.” True to her signature style, she refuses the ordinary and understated, choosing instead to embrace the big, the bold, and the larger-than-life. Just as she declares that “they don’t make icons like they used to,” she draws a parallel with Tyaani Jewellery — iconic then, iconic now.
Commenting on the collaboration, Karan Johar, Founder of Tyaani Jewellery, said: “to have THE Zeenat Aman headline Forces of Tyaani is nothing short of a dream. Her presence has outlasted eras, her words have reshaped narratives, and her legacy stands untamed by time. At Tyaani, they have always believed that individuality is the rarest form of luxury and Zeenat Aman embodies that truth in every sense.
The campaign celebrates more than jewellery it celebrates individuality, inclusivity, and empowerment, inviting every woman to embrace her rhythm, her story, and her spirit with jewels that are both modern and eternal.
As at present, Tyaani Jewellery by Karan Johar is in eight cities – Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad.
The collaboration aims to create joint consumer experiences through co-marketing campaigns, content integrations, limited-edition packaging, and digital activations.
News Edit KV Raman
