Tyaani Jewellery, the luxury jewellery label by Karan Johar, has launched a striking new campaign titled ‘Forces of Tyaani’, spotlighting actress Shefali Shah as the first of over 10 ambassadors. This campaign signals a powerful shift in how fine jewellery is showcased—moving away from traditional bridal and festive associations, and embracing a more personal, expressive approach.
Tyaani Jewellery X Shefali Shah
Celebrating Real Women and Their Stories
With Forces of Tyaani, the brand takes a bold step to spotlight strong female voices and unique personal styles. Each week, the campaign will introduce a new face—real women with compelling stories, showcasing how jewellery can be an extension of one’s identity.
This isn’t about grandeur for the sake of it—it’s about authenticity. From corporate boardrooms to creative spaces, the campaign seeks to reflect women of strength, substance, and style.
Shefali Shah: Power, Grace, and Timeless Beauty
The first look of the campaign features acclaimed Bollywood actress Shefali Shah, known for her powerful performances and unapologetic individuality. Draped in Tyaani’s handcrafted piece made with gold, precious gemstones, and diamonds, Shefali embodies the very essence of the campaign—grace, authenticity, and strength.
Her look seamlessly blends traditional heritage with modern design cues, a hallmark of Tyaani’s aesthetic. The choice of Shefali Shah also sets the tone for what the campaign stands for: depth, character, and modern femininity.
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A Personal Expression of Luxury
Karan Johar, the visionary behind Tyaani, emphasized the deeper philosophy behind the campaign: “‘Forces of Tyaani’ lies at the very heart of our brand philosophy—redefining luxury not by uniformity or status, but by celebrating individuality.”
He further added that this chapter in Tyaani’s journey celebrates authenticity, innovation, and emotional connection—urging women to choose jewellery that resonates with their story and personal style.
Tyaani Jewellery: What Lies Ahead
As the campaign unfolds over the coming months across multiple platforms, audiences can look forward to discovering new personalities and powerful stories each week. With more than 10 ambassadors, Forces of Tyaani is shaping up to be a celebration of diversity, elegance, and purpose.
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In Conclusion
Tyaani Jewellery’s latest campaign, ‘Forces of Tyaani’, marks a refreshing and empowering take on fine jewellery. By placing real women and their journeys at the forefront, starting with the remarkable Shefali Shah, the brand is not just selling jewellery—it’s creating a movement rooted in identity, strength, and style.
