Tyaani’s Bold New Campaign Is Turning Real Women Into India’s New Jewellery Icons

Karan Johar’s Tyaani Jewellery is rewriting how Polki is seen and sold. With real women, emotional storytelling and a digital-first push, the brand is building something far bigger than sparkle.

Tyaani by Karan Johar has launched a fresh campaign that is not only catching eyes but changing conversations in the jewellery space. Titled Forces of Tyaani, the campaign puts real women at the centre. Not supermodels, but familiar, powerful faces like Shefali Shah, Rasika Dugal, Shweta Tripathi, Jiya Shankar and Kalki Koechlin. Each one wears the jewellery like it is part of their voice, not just part of their outfit.

The campaign reflects what the brand truly believes. Luxury is not about perfection. It is about individuality. And Tyaani has chosen women who stand tall in their uniqueness. This is not a sales-first ad campaign. According to Shravan Satyani, creative head and partner at Tyaani, the goal was simple. Choose women the brand genuinely looks up to. The results are striking. There is an emotional depth to the visuals. A confidence that feels lived in.

Founded in 2016, Tyaani holds the title of being the world’s first online platform for Polki jewellery. Traditionally, Polki pieces were hard to buy online due to their handcrafted nature and lack of standardisation. Tyaani addressed this with an innovation of its own. It started using moulds to ensure consistent shapes and quality while still preserving the essence of Jadau artistry. That small shift unlocked a bigger market.

The brand has now expanded to eight offline stores across India, from Mumbai and Delhi to Lucknow and Pune. But whether online or in store, the experience remains focused on personal connection. This is jewellery designed for emotion, not just events.

The latest campaign goes even further in its 360-degree approach. Tyaani is combining digital storytelling with influencer voices and city-wide roadshows. There is even a curated coffee table book that explores how each actor inspired the design around her. The brand is also preparing to take its new collections on tour through exhibitions across major Indian cities. The idea is to bring luxury design closer to everyday people in a way that feels both aspirational and accessible.

One of the reasons Tyaani connects so deeply with buyers is its pricing philosophy. Instead of competing with other national jewellery giants, the brand considers the neighbourhood jeweller its real rival. That is who most customers compare prices with. Tyaani has positioned itself smartly, offering transparency, trusted design and heritage craft at prices that do not alienate buyers. They have removed gold wastage, refined the weight and brought in a design sensibility that appeals to a modern buyer without losing its roots.

The audience for Tyaani’s jewellery is no longer limited to Indian brides. From Hollywood celebrities pairing Polki with Western gowns to young Indians seeking timeless elegance with a modern twist, the jewellery has travelled far. It is now shipping significant orders to the USA and beyond. That global reach is supported by a brand voice that remains proudly Indian, rooted in story and culture.

Tyaani is not just selling jewellery. It is shaping a new narrative for the industry. One that values identity over image and emotion over endorsement. With its latest campaign, Tyaani has shown that luxury can be personal, real and still sparkle brighter than ever.

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