Taneira, from the House of Tata, has launched its festive campaign ‘Solah Shringaar’, built around the thought 'Aap se hi poora, har shringaar'. The campaign celebrates the fleeting moments when women pause to admire themselves while getting ready for a celebration, highlighting how personal choices make festive dressing their own.
The film follows five women across different cultures and stages of life as they prepare for the festive season. Amid last-minute arrangements and calls to hurry, each finds a moment to check her reflection, adjust a bindi, leave a strand of hair loose or drape her pallu differently. Their individual moments come together at a festive gathering, where they notice an older woman pausing to admire her own reflection. A shared smile connects them, without the need for words.
Through these moments, the campaign presents shringaar as a personal expression rather than a prescribed set of rituals. While the details of festive dressing may differ across generations, the pleasure of getting ready and making a look one’s own remains familiar.
The campaign also introduces Taneira’s Solah Shringaar festive collection, which draws from Indian traditions of adornment while interpreting them for contemporary dressing. The range features intricate motifs and borders across organza, tussar, tissue and other festive fabrics, with sarees designed to be styled and worn according to individual preferences.
Somprabh Singh, CSMO, Taneira, Titan Company Limited, said, “The saree is a beautiful common thread across India. Women across regions, generations and life stages drape it, bringing alive their individuality and personal sense of style. That diversity is what we wanted to celebrate with Solah Shringaar, a collection that brings together different expressions of festive dressing, with the woman always at the centre. After all, it is she who brings every saree, every look and every shringaar to life. Hence the thought - ‘Aap se hi poora, har shringaar.’”
Senthil Kumar, Chief Creative Officer & Managing Partner, Famous Innovations said, " We started with the insight that holds up a mirror to the Indian woman, who takes her own time to get ready, to complete her solah shringar, while the world waits. While tradition prescribes sixteen steps of adornment, the modern woman views Shringar as a self-directed toolkit. The true joy of getting ready plays out in constantly editing the ritual until it feels unapologetically like her own. Often, it happens in that last minute before stepping out, when someone is already calling, the phone is ringing, the celebration has begun, and yet she says, “Ek minute.” The bindi shifts, the hair calls for a reset, the pallu falls differently, the saree completes her but gets styled another way. Because that momentary lapse of time is entirely hers. A moment to pause, to find a little more of herself in the mirror and arrive at what feels completely her own self. The handcrafted pure silk sarees from Taneira completes the woman’s shringar in every sense, making it a personal choice rather than a traditional requirement. Taneira enables her to celebrate her heritage entirely on her own terms. Across different women, homes, cities and celebrations, we see these fleeting moments of self-recognition. Women who are already dressed. Already ready. It's already beautiful. Yet each finds a tiny reason to step back and make one last change for herself. Almost intuitively, she decides to stop and gaze at herself, a moment lapses into a minute, a reflection on who she is and how beautiful! And while she takes her own time, the world waits."
Ria Singh, Director commented, “What a wonderful opportunity to make a film about women, seen through their own gaze. The heart of this film felt so relatable and familiar to me. When the script came to me, I saw myself, my mother, my sister, my friends - every woman I know - in it. We’re all beautiful, but in the rush of doing, caring, achieving and constantly being more for everyone around us, we forget to pause and really see ourselves. This film felt like a little reminder to stop, see ourselves and celebrate ourselves. So I approached it entirely from a place of heart and honestly. From what I know, have lived and seen women around me live. We found diverse, real women and captured those tiny, unselfconscious moments of vulnerability and tenderness when a woman catches herself in a reflection. I wanted each of them to feel like someone we know. We held their gaze with the same tenderness with which we filmed them. And I hope women see a little bit of themselves in this film, feel seen, and take a moment to look at themselves too. Even just for a minute."
Conceptualised by Famous Innovations and produced by Pap Films, the campaign brings the idea of 'Solah Shringaar' into a contemporary setting, focusing on the small choices through which women express their individuality while getting ready for festive occasions.
