Tyaani Jewellery by Karan Johar has announced actor Zeenat Aman as the face of its latest campaign, 'Forces of Tyaani'. The campaign focuses on individuality and self-expression, positioning these themes as central to its message.
Zeenat Aman features in the campaign wearing contemporary clothing alongside Tyaani’s uncut diamond jewellery. The visuals include artefacts referencing her film career, positioning her as part of the artistic narrative. The campaign film includes a statement from Aman, in which she addresses the perception of her as a figure from the past: “I am — and will remain — the Zeenat Aman, today, tomorrow, forever.”
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This is the latest development in the ongoing 'Forces of Tyaani' campaign, which has previously included individuals such as Shefali Shah, Rasika Dugal, Tillotama Shome, Shweta Tripathi, Jiya Shankar, Shalini Pandey, Kalki Koechlin, Jim Sarbh, and Kusha Kapila.
Tyaani Jewellery’s collection is based on uncut diamond techniques originally developed in the 18th century. The brand states it has modified this method by setting stones without wax, which allows more light to pass through. The approach is described as aiming to combine traditional craftsmanship with a modern presentation.
Karan Johar, Founder of Tyaani Jewellery, commented: “To have THE Zeenat Aman headline 'Forces of Tyaani' is nothing short of a dream. Her presence has outlasted eras, her words have reshaped narratives, and her legacy stands untamed by time. At Tyaani, we have always believed that individuality is the rarest form of luxury — and Zeenat Aman embodies that truth in every sense.”
The campaign is positioned as a broader statement on self-expression and inclusivity. Tyaani Jewellery currently operates in eight cities across India — Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad — and is also available online at tyaani.com.
