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Senco Makes Harshvardhan Rane The Face Of Ti22 By Aham

Ad Tribe! Bureau2 min read
A frame from the Be Bold. Be Strong. film for Ti22 by Aham, Senco’s men’s jewellery brand

Senco Gold & Diamonds has named actor Harshvardhan Rane the face of Ti22 by Aham, a men’s collection that sets titanium alongside gold and diamonds, launched in Mumbai on 22 August.

  • Collection: Ti22 by Aham, under Senco’s men’s jewellery brand Aham
  • Line: “Be Bold. Be Strong.”
  • Launched at One8 Commune, Juhu, on 22 August 2026
  • Range: chains, pendants, ear studs, bracelets, kadas and rings
  • Aham takes its name from the Sanskrit for self

Why Titanium Is The Real Decision

Gold and diamonds carry resale value, and that has always done part of the selling in Indian jewellery. Titanium carries almost none. It is light, hard to scratch, resistant to corrosion and hypoallergenic, which are wearability arguments rather than store-of-value ones.

Putting the two in one piece is a way of asking a customer to pay for how something wears rather than what it is worth. That is the standard move in men’s jewellery worldwide, and it is a harder sell in a market where the category has been bought as an asset.

What Ti22 By Aham Moves Away From

Men’s jewellery in India has largely been ceremonial: bought for a wedding, worn on occasions, then put away. Ti22 is positioned for work, travel and ordinary days, with clean silhouettes and restrained detailing.

That is a frequency argument as much as a design one. A piece worn daily is replaced and added to on a different cycle from one worn twice a year, and it is the cycle the brand needs if a dedicated men’s label is going to justify itself.

The Casting

Rane wore pieces from the range at the launch, including a titanium bracelet and pendant. Senco has built the association around restraint rather than volume, which fits a collection whose whole argument is understatement.

Joita Sen, director and head of marketing and design at Senco Gold & Diamonds, has framed Ti22 as the next step in Aham developing a more contemporary language for men’s jewellery, pairing titanium’s lightness with the craft associated with gold and diamonds.

More on Ad Tribe Campaigns.

#Jewellery Marketing#Senco Gold & Diamonds#Brand Ambassador#celebrity endorsement#Harshvardhan Rane
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