MUMBAI: Tyaani Jewellery by Karan Johar, one of India’s leading fine jewellery brands, has unveiled a powerful new campaign look from its ongoing ‘forces of Tyaani’ series, featuring Ba***ds of Bollywood fame Lakshya Lalwani. Known for his meteoric rise in Hindi cinema, Lakshya represents a new wave of unapologetic self-expression and bold individuality.
Lakshya has been an integral face of ‘Forces of Tyaani,’ a campaign that redefines fine jewellery as natural, aspirational, and commanding for both women and men. This latest chapter captures him in a youthful yet striking avatar, blending the raw edge of his Bads of Bollywood persona with the sophistication of fine jewellery. The styling channels both rebellion and regality, showing that jewellery is not just an accessory but an attitude.
The growing conversation around men’s jewellery reflects more than just a fashion movement, it signals a cultural shift towards confidence, individuality, and authenticity. From understated essentials to unapologetic statements, jewellery is emerging as a language of self-expression, with Tyaani leading the narrative.
In the campaign visuals, Lakshya is styled in layered necklaces, cocktail rings, and bangles from Tyaani’s men’s collection. Each piece is crafted in 18 karat yellow gold, set with natural uncut diamonds, cut diamonds, and striking gemstones, brought to life through a modern setting technique that bridges tradition with contemporary design.
Tyaani Jewellery, founder, Karan Johar said, “Lakshya is not just a face in our campaign, he is a force. His presence, charisma, and journey align perfectly with what we celebrate at Tyaani: individuality and fearlessness. This new look in ‘Forces of Tyaani’ pushes the boundaries of men’s style and celebrates fine jewellery as a bold, personal expression of self.”
Reflecting the campaign’s philosophy, Lakshya added, “For me, presence is power. When you hold your ground, the world learns to wait. You remember the face? Good. Now remember the voice. This is what power sounds like, in Tyaani.”
Tyaani Jewellery by Karan Johar is currently present in eight cities: Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad and is also available online at tyaani.com.
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