Karan Johar’s Tyaani Jewellery Launches ‘Forces of Tyaani’ Men’s Campaign Featuring Jim Sarbh

Ziya Khan September 8, 2025Last Updated: September 8, 2025

Tyaani Jewellery, founded by Karan Johar, has unveiled its latest marketing campaign, Forces of Tyaani, marking a bold expansion into the men’s jewellery segment. The campaign features acclaimed actor Jim Sarbh as its face, highlighting the brand’s renewed focus on fine jewellery designed specifically for men.

Traditionally known for its women’s jewellery, Tyaani is now aiming to make jewellery an essential part of everyday menswear—beyond conventional accessories like belts, watches, and cufflinks. While men’s pieces were previously limited, this campaign represents a deliberate and elevated push to normalize jewellery as a routine style choice for men.

The campaign’s visuals showcase Jim Sarbh wearing a long 18kt yellow gold necklace and cocktail rings, adorned with both uncut and cut diamonds as well as colored stones. These designs combine modern and traditional aesthetics with innovative setting techniques.Karan Johar shared, “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 added, “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.”Currently, the Forces of Tyaani campaign is live across Tyaani’s digital platforms, introducing a fresh narrative for men’s styling and jewellery.