Harshvardhan Rane becomes face of Senco’s Ti22 by Aham

MUMBAI: Strength gets a little more stylish as Senco Gold & Diamonds names actor Harshvardhan Rane as the face of Ti22 by Aham, its latest collection combining titanium with gold and diamonds for its men’s jewellery brand Aham.

Launched in Mumbai on August 22 at One8 Commune in Juhu, Ti22 by Aham is built around the theme “Be Bold. Be Strong.” The collection aims to present a more contemporary take on men’s jewellery, focusing on individuality, understated confidence and everyday wear rather than traditional, ceremonial styling.

Rane attended the launch wearing pieces from the collection, including a titanium bracelet and pendant. His association with the brand is central to the campaign’s positioning, with Senco describing him as an embodiment of the discipline, authenticity and quiet confidence that underpin Aham.

Aham, whose name is derived from the Sanskrit word for self or inner identity, was created by Senco as a dedicated men’s jewellery brand centred on self-expression. Ti22 extends that positioning by pairing titanium’s lightweight and resilient nature with the established appeal of gold and diamonds.

The collection features men’s chains, pendants, ear studs, bracelets, kadas and rings. Designed with clean silhouettes and restrained detailing, the pieces are intended to move easily between work, travel and everyday occasions.

Titanium also brings practical qualities to the range. The metal is lightweight, scratch-resistant, corrosion-resistant and hypoallergenic, making it suited to regular wear. Gold and diamonds add a more traditional touch, giving the collection a balance between material innovation and jewellery craftsmanship.

For Rane, the appeal lies in the collection’s understated approach to strength.

“Strength has never been about being the loudest or trying to prove something to everyone around you. It is about knowing yourself, staying true to what you believe in and having the discipline to keep moving forward,” said Senco Gold & Diamonds, director and head of marketing & design, Joita Sen, describing the thinking behind the association.

Rane said the combination of titanium, gold and diamonds gives the jewellery a contemporary character without making it overly showy. He added that the collection’s emphasis on individuality and confidence aligned with his own approach to style and life.

Sen said Ti22 represents the next step in Aham’s attempt to develop a more contemporary language for men’s jewellery. According to her, titanium’s strength, resilience and lightness, combined with the craftsmanship associated with gold and diamonds, reflect the preferences of men seeking jewellery that feels personal and purposeful.

The “Be Bold. Be Strong.” campaign consequently places less emphasis on jewellery as an accessory for special occasions and more on it as an extension of personal identity. Rane’s restrained style is being used to reinforce that message, with the brand positioning him as a natural fit for its vision of modern masculinity.

The Ti22 by Aham collection is now available across Senco Gold & Diamonds showrooms, as well as through the company’s app and online channels. With titanium taking centre stage, the brand is betting that men’s jewellery can be both tough and polished, without needing to shout about either.