Taneira, a TATA product, has unveiled its first-ever brand campaign, strategically designed to reinforce the brand’s core values of trust, authenticity, purity, craftsmanship, and the celebration of diverse Indian weaves under one roof. The campaign features legendary singer Usha Uthup, known for her deep love for sarees, alongside actress Mrunal Thakur. Together, they bring to life Taneira’s dedication to preserving and promoting the textile heritage of India while empowering consumers to make informed choices.
The film, set within a vibrant Taneira store, showcases Mrunal Thakur draping a beautiful pure silk saree and consulting Usha Uthup for her expert opinion. Their playful conversation captures the essence of everyday life for saree shoppers, touching on common concerns such as choosing the right fabric and ensuring authenticity. The film highlights the unique qualities of Taneira’s sarees, from the Silk Mark certification for pure silk credentials to the intricate handwoven designs crafted by master artisans from across India. The brand assures customers of its commitment to transparency, authenticity, and superior craftsmanship.
Usha Uthup, sharing her thoughts on the campaign, said, “For me, sarees are not just a part of my attire, they are a part of my personal identity. Taneira’s commitment to preserving the art of saree weaving while embracing contemporary design interpretations mirrors my own values of celebrating cultural legacy and individual expression. It is truly special to be involved with a brand that celebrates the timeless beauty of sarees, while making them accessible to women who value both style and meaning in their wardrobe.”
The focal point of the narrative is the stunning ‘Mor design’ Banarasi saree, adorned with over a hundred intricately woven peacocks, showcasing Taneira’s expertise in crafting unique yet timeless designs through India’s rich weaving traditions. Uthup added, “This partnership feels like a natural extension of my long-standing love for sarees and my passion to support artisans whose craft deserves to be cherished and shared with the world.”
Mr. Ambuj Narayan, CEO of Taneira, shared, “At Taneira, our goal is to offer authenticity with transparency, all at a price that reflects value, while telling the stories of the hands that painstakingly bring each piece to life. We are dedicated to celebrating the seamless blend of heritage and modernity, and this campaign embodies that vision by bringing to life the rich legacy of Indian textiles at the heart of what Taneira represents. It has been an honour to collaborate with a legend like Usha Uthup and the very gracious Mrunal Thakur to tell this story and inspire a deeper connection with the artistry behind every Taneira saree.”
Actress Mrunal Thakur also expressed her excitement about the collaboration, saying, “It has been my pleasure to be a part of this campaign with Taneira and a living legend, Usha Uthup Ma’am. Over the past year, my collaborations with Taneira have been truly enriching. Not only have I been privileged to experience their differentiated designs, but also the diverse crafts they embody. Every collaboration has deepened my appreciation for the sarees and stories they tell. This campaign perfectly captures that journey and feels incredibly meaningful as it aligns with my own fashion philosophy.”
Puneet Kapoor, Chief Creative Officer, Ogilvy South, added, “Taneira set out to showcase its value propositions to both new saree enthusiasts and seasoned connoisseurs. We asked ourselves some tough questions: Can a brand withstand the scrutiny of the most knowledgeable customers—those who might know as much, if not more, about sarees than we do? While Mrunal has long been the elegant face of Taneira, the real triumph was bringing on the iconic Usha Uthup, the undisputed goddess of sarees in India. This dynamic duo infused our story with charm, entertainment, and emotion, offering a compelling spin on the essence of our value propositions.”
