In the latest campaign for his jewellery brand, Tyaani, Karan Johar brings his trademark charm and wit to the forefront by showcasing a newlywed couple’s stunning jewellery collection. Launched in Mumbai in May 2022, Tyaani has quickly grown, earning admiration from both celebrities and customers.
In the campaign, Johar remains true to himself, playfully complimenting the bride with the line, “What a Jumka!”—a fun nod to his own film Rocky Aur Rani Kii Prem Kahani, produced by his Dharma Productions. Adding more humor, he praises the bride's bangles by singing a line from Bole Chudiyaan, a song from another Dharma hit, Kabhi Khushi Kabhie Gham.
The light-hearted moment takes a hilarious turn when Johar unexpectedly shows up on the couple’s wedding night, knocking on the door with his signature Instagram line, “Hey, it’s me!” He even jokingly advises the groom to be careful while removing the bride’s jewellery, as it happens to be his favorite piece. The ad concludes with Johar’s witty remark, "Heerey ki qadar toh Johar ko hoti hai," cleverly referencing his surname and jeweller exquisite pieces, including necklaces, earrings, and bangles.
Growth and Celebrity Endorsements
Tyaani Jewellery, known for its uncut diamond designs, initially opened in Borivali, Mumbai, but has rapidly expanded to major cities such as Bengaluru, Hyderabad, Delhi, Chandigarh, and Pune. The brand offers an extensive range of exquisite pieces, including necklaces, earrings, and bangles.
Featured on the brand’s website are Bollywood stars like Jhanvi Kapoor, Shanaya Kapoor, Madhuri Dixit Nene, and Kriti Sanon, who model Tyaani’s latest collections. Unlike many celebrity endorsements where stars play scripted characters, Johar embraces his real-life persona in all of his campaigns, whether it’s for Lenskart, Knorr Soups, Tata Cliq, or KFC.
With a net worth of Rs 1,400 crore, according to the 2024 Hurun India Rich List, Karan Johar continues to strengthen his influence in both the entertainment and luxury markets, with Tyaani Jewellery quickly becoming a major player.
Anjali
