Tyaani Jewellery Enlists Kusha Kapila for Youthful Campaign
Tyaani Jewellery's 'Forces of Tyaani' campaign, featuring Kusha Kapila, emphasizes self-expression and authenticity, appealing to younger consumers.
Prakhar
Tyaani Jewellery, the fine jewellery brand founded by Karan Johar, has launched its latest campaign, "Forces of Tyaani," featuring digital creator and actor Kusha Kapila as the brand ambassador. This collaboration aims to strengthen the brand's connection with younger consumers by blending high fashion with relatable storytelling, reflecting a cultural shift where individuality and authenticity are valued as much as style.
In the brand film, Kapila revisits her first love, performance and theatre, underscoring the importance of authenticity. Styled in necklaces, earrings, bangles, and rings from Tyaani’s collection, she showcases the versatility of pieces crafted in 18kt yellow gold with natural uncut and cut diamonds, carved emeralds, cabochon emeralds, and freshwater pearls. The campaign positions jewellery as an extension of self-expression, highlighting Tyaani's inclusive vision of adornment.
Karan Johar, founder of Tyaani Jewellery, emphasized that jewellery should reflect one's energy, personality, and spirit. He stated, “It should reflect who you are, not who the world wants you to be. With Kusha, we are celebrating that authenticity. She brings her full self, witty, bold, real, and makes jewellery an effortless part of her story. That’s exactly what Tyaani stands for: self-expression with sparkle.”
Tyaani Jewellery is currently present in Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad, with plans to expand into more cities this year. Its products are also available online at tyaani.com.
This campaign marks a significant step in Tyaani Jewellery's strategy to resonate with a younger audience by aligning with influencers who embody the brand's values of authenticity and self-expression.
