Tyaani Jewellery by Karan Johar has launched a new campaign, Forces of Tyaani, featuring actor Jim Sarbh as the face of its latest push into the men’s jewellery segment.
The campaign marks an expanded focus for the brand, which has traditionally catered to women’s fine jewellery. With Forces of Tyaani, the company aims to position jewellery as part of everyday menswear, shifting away from conventional male accessories such as belts, watches, and cufflinks.
While Tyaani has previously offered select pieces for men, this campaign represents a more deliberate effort to promote jewellery as a daily styling element for male customers. The film showcases Jim Sarbh wearing a long necklace and cocktail rings from the collection, made in 18kt yellow gold, featuring uncut and cut diamonds, as well as coloured stones, set using a modern technique that blends traditional and contemporary design.
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Karan Johar, Founder, Tyaani Jewellery, said, “Style, for me, is about self-expression—and jewellery is one of the most personal and powerful ways to define it. With this campaign, we are amplifying our men’s fine jewellery offering, making it a bold and natural part of modern style. Jim embodies that spirit perfectly—effortless, authentic, and unafraid to experiment. He makes jewellery his own, which is exactly what Tyaani stands for.”
Jim Sarbh, Brand Ambassador, said, “I’ve always believed style should have an element of surprise, something that feels truly your own. Jewellery, for me, brings that unexpected edge—it’s bold yet effortless, personal yet versatile. What I love about Tyaani’s pieces is how naturally they slip into everyday style, while still making a statement. This campaign is about embracing that twist, that individuality, and I’m excited to be a part of it.”
The campaign is currently live across Tyaani’s digital platforms.
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