Tyaani Jewellery unveils ‘Forces of Tyaani’ Campaign

Tyaani Jewellery by Karan Johar, the fine jewellery label known for its craftsmanship and contemporary edge, has unveiled its latest campaign, ‘Forces of Tyaani’, featuring actor Jim Sarbh as the new brand ambassador.

The campaign represents a bold new direction for the brand, putting the spotlight on the fast-growing men’s jewellery segment and reinforcing Tyaani’s commitment to inclusivity and modern expression.

With jewellery increasingly becoming a part of men’s everyday style and individuality, Tyaani aims to redefine fine jewellery for men. The initiative highlights a cultural shift—one that goes beyond fashion trends to embrace inclusivity, authenticity, and personal storytelling.

Through this film, Tyaani strengthens its focus on men’s fine jewellery. While the brand has previously offered select men’s pieces, the new campaign builds a stronger narrative, positioning jewellery as effortless style with an edge. The visuals challenge conventional male accessories such as belts, watches, and cufflinks, reframing fine jewellery as a bold, aspirational element of modern dressing.