Taneira, a Tata product, has unveiled its first-ever brand campaign to highlight its promises of trust, authenticity, and craftsmanship. Featuring legendary singer Usha Uthup and actress Mrunal Thakur, the campaign celebrates India’s rich textile heritage while empowering consumers to embrace both style and substance.
Taneira: The Vibrant Film
Set in a lively Taneira store, the campaign film follows Mrunal Thakur draping a stunning silk saree and seeking the expert advice of Usha Uthup. Their playful yet informative interaction reflects common saree shopping concerns, including fabric choices and authenticity. The film beautifully highlights Taneira’s value propositions:
- Certified Purity with Silk Mark tags.
- Handwoven Designs crafted by master artisans across India.
- Authenticity & Transparency in every piece.
Usha Uthup: Sarees as an Identity
For Usha Uthup, sarees are more than attire—they are an integral part of her identity. Speaking about her involvement, Uthup shared, “Taneira mirrors my values of celebrating cultural legacy and individual expression.” She also expressed her passion for supporting artisans, making her collaboration with Taneira a seamless fit.
Taneira- The Iconic Mor Design Banarasi Saree
The campaign places the spotlight on Taneira’s breathtaking Mor design Banarasi saree. Featuring over 100 intricately woven peacocks, this masterpiece exemplifies the brand’s dedication to combining timeless designs with unmatched craftsmanship.
Mrunal Thakur: Embodying Grace and Craftsmanship
Actress Mrunal Thakur, a long-time collaborator with Taneira, spoke fondly about the campaign. “Every collaboration with Taneira deepens my appreciation for sarees and the stories they carry. This campaign beautifully aligns with my fashion philosophy.”
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Voices Behind the Campaign
Ambuj Narayan, CEO of Taneira, shared the brand’s vision: “We aim to offer sarees that blend heritage and modernity while telling the stories of the artisans behind them.”
Puneet Kapoor, Chief Creative Officer at Ogilvy South, described the collaboration as a testament to Taneira’s commitment to excellence, stating, “Usha Uthup and Mrunal Thakur bring charm, entertainment, and authenticity to our story.”
Conclusion: A Celebration of Elegance and Artistry
Taneira’s first-ever campaign stands as a tribute to India’s weaving traditions, inspiring consumers to embrace the timeless charm of sarees. With Usha Uthup’s unmatched passion and Mrunal Thakur’s grace, the campaign resonates with both seasoned connoisseurs and new saree enthusiasts.
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Agency credits:
Created by: Ogilvy, Bengaluru
CCOs, Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
CCO, Ogilvy South: Puneet Kapoor
Executive Chairperson, Ogilvy India: Hephzibah Pathak
CEO, Ogilvy India: Rajesh VR
CSO, Ogilvy India: Prem Narayan
President and Office Head, Ogilvy South: Tithi Ghosh
ECD, Ogilvy South: Aarti Nichlani
Creative Team: Jaydhrit Sur, Kashif Shakeel, Jananie SV, Nidhi Gopal, Bibin, Shashank Murali
SVP, Account Management: Akshatha Poojari
Account Management Team: Hrishikesh R, Abhijeet Rao
Head of Strategic Planning, Ogilvy South: Easo John
Brand Strategy Team: Shambhavi Ramanathan, Aishwarya Pawar
Production house – Chrome Productions
Director – Amit Sharma
Producer – Abhishek Notani
DOP – Yash Khanna
Production Designer – Urvi Ashar
Editor – Nikhil Sen
DA – Diti Palan
Chief Ad – Animesh Chakravorty & Nishant Dey
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