Tyaani Jewellery by Karan Johar, one of India’s leading jewellery brands has welcomed Kalki Koechlin as their newest brand ambassador for the campaign ‘Forces of Tyaani’. In this latest chapter, Kalki embodies the essence of the Tyaani Artform, showcasing the brand’s distinctive craftsmanship and celebration of individuality.
With this, she joins a growing community of inspiring women—Shefali Shah, Tilottama Shome, Rasika Dugal, Jiya Shankar, and Shweta Tripathi each representing a unique facet of strength, expression, and authenticity that Tyaani stands for.
From the heart of the Pink City, where artistry flows through generations, the Tyaani Artform was born. What began as a production technique once referred to as stamp jewellery using embossed moulds and dies has now evolved into a refined, scalable process known as the Tyaani Artform. With improved production efficiency, enhanced detailing, and a contemporary finish, it is an evolution of traditional Polki jewellery reimagined for the modern muse. By eliminating enamel and reducing excess material, the jewellery is significantly lighter, making it more wearable for everyday use without compromising on its rich aesthetic appeal.
In this campaign, Kalki Koechlin appears barefaced, unapologetically real, dressed in a boxing robe donning bold Tyaani earrings and stacked up with polki and diamond necklaces creating a unique look that inspires women to make bold choices. Kalki stands out as a shining example of how women should own every side of themselves-fierce and gentle, quiet and commanding and to wear their story with pride, always in Tyaani.
Kalki’s journey, from an outsider in Bollywood to one of the most versatile and fearless actresses of her generation, perfectly aligns with Tyaani Jewellery’s celebration of women who make bold decisions to challenge norms, break barriers, and use their voices to inspire change.
Karan Johar, Founder, Tyaani Jewellery, shares his enthusiasm on this campaign: “Kalki’s journey mirrors the spirit of the Tyaani woman, who is fearless, expressive, and rooted in her individuality. Her bold choices and unapologetic voice embody what the Forces of Tyaani campaign stands for. Much like Kalki, every piece in the Tyaani Artform is crafted with intention and soul. The essence of the human hand, with its emotion and imperfection, transcends conventional ideas of beauty, and that is the true power of craft. Our jewellery celebrates women who choose to wear their truth, layered, strong, and entirely their own.”
With lighter silhouettes, everyday wearability, and thoughtfully priced creations, the curation reflects Karan Johar’s vision of bringing India’s heritage to a global audience one timeless curation at a time. Tyaani Jewellery is crafted for a discerning generation that values quality, craftsmanship, and a meaningful story. Consumers can also shop this look at tyaani.com.
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