Mumbai: Taneira, a TATA product, has unveiled its first-ever brand campaign, aimed at reinforcing the brand’s core values of trust, authenticity, purity, craftsmanship, and its dedication to showcasing diverse Indian weaves under one roof. The campaign stars legendary singer Usha Uthup, a long-time saree enthusiast, alongside the graceful actress Mrunal Thakur. Together, they bring to life Taneira’s commitment to preserving India’s textile heritage while empowering consumers to make informed choices about their saree purchases. The film celebrates the timeless elegance of handwoven sarees and emphasizes Taneira as the ultimate destination for those seeking sarees that combine both tradition and contemporary trends.
Set within a vibrant Taneira store, the film depicts Mrunal Thakur draping a stunning pure silk saree and seeking expert advice from Usha Uthup. Their lively exchange brings a touch of everyday life to the screen, with the two women discussing common concerns many saree shoppers face—such as fabric choice and authenticity. The campaign highlights Taneira’s commitment to transparency, with sarees that are Silk Mark certified and designed by master artisans from across India. The film reassures consumers of the authenticity, craftsmanship, and trust they can place in the Taneira brand.
Usha Uthup, reflecting on her involvement, shared, “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 film also showcases the stunning ‘Mor design’ Banarasi saree, adorned with over a hundred intricately woven peacocks. This masterpiece exemplifies Taneira’s dedication to blending unique designs with the rich heritage of India’s 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”.
Ambuj Narayan, CEO of Taneira, commented, “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 honor 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 shared her thoughts on the campaign, 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, said, “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.”
Taneira’s new brand campaign beautifully captures the essence of its timeless sarees while reinforcing the brand’s promises of trust, authenticity, and craftsmanship. With Usha Uthup’s iconic presence and Mrunal Thakur’s elegance, Taneira is set to inspire a deeper connection with consumers, offering them sarees that celebrate India’s rich textile legacy and timeless beauty.
Agency creds:
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
