Senco Gold & Diamonds has appointed actor Harshvardhan Rane as the face of Ti22 by Aham, its latest collection under its men’s jewellery brand Aham. The collection combines titanium with gold and diamonds and is positioned around contemporary men’s jewellery and individual expression.
Launched in Mumbai at One8 Commune, Juhu, Ti22 by Aham includes men’s chains, pendants, ear studs, bracelets, kadas and rings. The collection uses titanium for its strength and lightness, combined with gold and diamonds as part of its design and craftsmanship.
The collection is built around the campaign thought ‘Be Bold. Be Strong.’, with Rane featuring across the brand’s communication. The association is intended to connect the collection with a more understated approach to masculinity, centred on individuality, authenticity and confidence.
Aham, the men’s jewellery brand from Senco Gold & Diamonds, derives its name from the Sanskrit word for self or inner identity. Its positioning focuses on jewellery as an expression of personality rather than convention. Ti22 extends this approach through titanium-led designs intended for everyday wear.
Harshvardhan Rane said, “For me, strength has never been about being the loudest or trying to prove something to everyone around you. It is about knowing yourself, staying true to what you believe in and having the discipline to keep moving forward. That's why I connected with Ti22 by Aham. The titanium has a strength and simplicity that feels incredibly contemporary, while the addition of gold and diamonds gives the jewellery a distinctive character. The jewellery reflects a sense of style that is confident without being excessive. I'm happy to be associated with a collection that celebrates individuality and captures what it means to Be Bold. Be Strong.”
Joita Sen, Director and Head of Marketing & Design, Senco Gold & Diamonds, said, “At Senco Gold & Diamonds, we've always believed that jewellery should evolve with the people who wear it. Through Aham, we've been shaping up a more contemporary language for men's jewellery, and Ti22 by Aham marks the next step in that journey. Titanium naturally embodies qualities like strength, resilience and lightness, while gold and diamonds bring a sense of enduring craftsmanship and distinction. Together, they reflect the mindset of today's man, someone who values authenticity, individuality and purposeful design. “Be Bold. Be Strong.” is an expression of this philosophy, and Harshvardhan was a natural choice because he lives those values. His discipline, understated style and quiet confidence make him an authentic extension of the Aham philosophy.”
