Tyaani Jewellery by Karan Johar has launched its latest campaign, ‘Forces of Tyaani,’ featuring popular digital creator and actor Kusha Kapila as its new brand ambassador. The collaboration aims to deepen the brand’s connection with younger audiences, blending high fashion with relatable storytelling and presenting jewellery as a bold form of self-expression.
In the campaign film, Kapila reconnects with her love for theatre and performance, using it as a metaphor for authenticity. Adorned in Tyaani’s statement necklaces, earrings, bangles, and rings, she highlights the versatility of the brand’s designs crafted in 18kt yellow gold, with natural uncut and cut diamonds, carved emeralds, cabochon emeralds, and freshwater pearls.
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Commenting on the campaign, Karan Johar, Founder, Tyaani Jewellery, said, “Jewellery should reflect who you are – your personality, your spirit – not just trends. With Kusha, we’re celebrating individuality. Her wit, confidence, and authenticity make jewellery a natural part of her story, which is exactly what Tyaani stands for: self-expression with sparkle.”
Tyaani Jewellery currently operates stores in Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad, with plans to expand into more cities this year. The brand’s complete collection is also available online at tyaani.com.
