A tribute to the Indian woman, inspired by the poise and power of the cosmos
This festive season, Taneira, a TATA product, brightens the celebrations with the launch of its celestial-inspired collection, Tarini — a captivating tribute to the Indian woman who navigates her world with grace, strength, and timeless elegance. Highlighting the fusion of celestial elements with the women who adorn these sarees, the brand has unveiled a film to present an exquisite collection of celebration sarees.
The campaign video is now live: https://www.youtube.com/watch?v=XHV0zKlrQr8&authuser=0
Designed to resonate with a diverse audience and the spirit of festivity, the campaign beautifully symbolizes the woman as a radiant light that illuminates the world. It captures her graceful journey through a mesmerizing portrayal of the universe, celebrating her embrace of the magic within the cosmic order. She interacts effortlessly with constellations, glimmering lights, and celestial bodies that surround her. As she adorns each saree, the astral elements spring to life, vividly reflecting how the designs are inspired by the stars, the moon, and the universe. The fabric flows like stardust, glistening with patterns that mimic the night sky.
From the Ombre silk saree adorned with delicate moon-phase motifs to the opulent tissue saree with metallic textures and intricate gold embroidery, each piece in the Tarini Collection captures the essence of cosmic beauty. The warm grey saree, embellished with crushed tissue appliqué, and the vibrant teal blue organza invite you to channel your inner goddess. Meanwhile, the zodiac-inspired Chanderi with its woven constellations sparkles with celestial charm. Embrace the cosmic energy in the Saturn and moon-inspired saree or radiate like the sun in the vibrant yellow drape, echoing the brilliance of golden rays. Each saree is a celebration of your radiant beauty, wrapped in the mystical wonders of the universe.
Featuring nearly 100 meticulously crafted styles, priced between INR 5,999 and INR 25,000, each design embodies the spirit of the celestial universe—bold, confident, and radiant—mirroring the essence of the wearer. Crafted from luxurious silk, organza, tissue, and cotton, the collection draws inspiration from the geometry of space and the star-filled sky.
Sharing her thoughts on this campaign, Ms. Shalini Gupta, General Manager, Taneira, said, “Our ‘Celestial Inspirations’ campaign celebrates the Indian woman through stunning visuals and a powerful narrative. Each saree in the Tarini Collection is a work of art, reflecting the majesty of the universe. At Taneira, we believe every woman carries a celestial spark that embodies her inner strength and individuality. Meticulously crafted, each saree blends traditional artistry with modern elegance, radiating sophistication and mystique. We create sarees that enhance the beauty of the wearer, empowering her to embrace her cultural roots and celebrate her unique identity with pride.”
AGENCY
Created by: Ogilvy, Bengaluru
Chief Creative Officer, South: Puneet Kapoor
Executive Creative Director: Kishore Mohandas
Creative Team: S Kanickaraj, Prem Thyagarajan, S Jananie
Account Management: Akshatha Poojari, Shruti Sundararaman, Sakshi Bhardwaj
Head of Strategic Planning, South: Easo John
Vice President of Strategic Planning: Shambhavi Ramanathan
Senior Planner: Aishwarya Pawar
PR Agency: AdfactorsPR
PRODUCTION
Production House: Hungry films
Director: Vijay Sawant
Producer: Dharam Valia
DOP: Jignesh Jhaveri
Production Design: Art monks
Costume Stylist: Ayesha Nigam
Hair & Makeup: Anu Kaushik & Team
Line Producer: Jayesh Avasthi
Post Supervisor: Taroonish Wankadia
Associate Line Producer: Rishab Arora
Production Controller: Nirbhay Makwana
Production Manager: Abhishek Solanki
1st AD: Dimple Swali
2nd AD: Riddhima Jain
Gaffer: Raka
Focus Puller: Rupesh Shinde
Music: Subhajit Mukherjee
Editor: Vipul Indulkar
Sound Mix: Rishabh Agrawal
Online: VMF / Rohit Padwal
About Taneira:
Taneira, the women’s ethnic wear brand from Titan, the TATA group company, offers differentiated design sarees, blouses, and ready-to-wear kurta sets made from pure and natural fabrics from over 100+ weaving clusters of India and brings the best of India under one roof. Instilled with TATA trust, Taneira aims to provide rooted yet progressive Indian women with diverse craftsmanship and exclusive crafts and designs. The products cater to everyday fashion and all occasions a woman would want to adorn herself for – festivals, weddings, and special occasions.
In its endeavor to provide authentic weaves that are handcrafted with love, Taneira works with weaver communities all over India. It has also launched the ‘Weavershala’ initiative to modernize the weaving techniques and, at the same time, preserve traditional procedures of hand weaving for future generations. In addition, the brand has introduced frame looms and all essential workspace facilities for the weavers in collaboration with localized weaver-led organizations. Currently, there are 20 Weavershalas operational across the country.
Launched in 2017, Taneira offers a unique and relaxed browsing experience with knowledgeable staff to provide quality service through a strong network of 80 stores across 40 cities. The brand is present across all prominent metro hubs and is building to strengthen its presence across key Tier I and Tier II cities. Taneira is also available online with global delivery at www.taneira.com.
