MUMBAI: This festive season, Taneira, a Tata product, brightens the celebrations with the launch of its celestial-inspired collection, Tarini. This it explains is a tribute to the Indian woman who navigates her world with what it says is grace, strength, and elegance. Highlighting the fusion of celestial elements with the women who adorn these sarees, the brand has unveiled a film to present a collection of celebration sarees.
Designed to resonate with a diverse audience and the spirit of festivity, the campaign looks to symbolises the woman as a radiant light that illuminates the world. It captures her graceful journey through a portrayal of the universe, celebrating her embrace of the magic within the cosmic order. She interacts with constellations, glimmering lights, and celestial bodies that surround her. As she adorns each saree, the astral elements spring to life, reflecting how the designs are inspired by the stars, the moon, and the universe. The fabric the company explains 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 consumers to channel their 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 aims to be a celebration of a woman’s beauty, wrapped in the mystical wonders of the universe added the company.
Featuring nearly 100 crafted styles, priced between Rs. 5,999 and Rs. 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.
Shalini Gupta GM 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
