Taneira launches celestial brand film to celebrate Indian women

Tata Group’s ethnic wear brand Taneira has launched a celestial campaign to celebrate Indian women and debut its Tarini collection. Featuring close to 100 styles for the festive season with a focus on sarees, Taneira’s new line debuts with a brand film to help it connect with shoppers this festive season.

“Our ‘Celestial Inspirations’ campaign celebrates the Indian woman through stunning visuals and a powerful narrative,” said Taneira’s general manager Shalini Gupta in a press release. “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.”
 
The campaign was created by Bengaluru-based business Ogilvy with chief creative officer for South Puneet Kapoor and chief creative director Kishore Mohandas. The project’s PR agency was AdfactorsPR, its director and producer were Vijay Sawant and Dharam Valia respectively, and its production design was handled by Art Monks.
 
Garments in the Tarini collection are priced from Rs 5,999 and Rs 25,000 and retail from Taneira’s direct to customer e-commerce store and exclusive brand outlets across India. The collection features textiles including silk, organza, tissue, and cotton and takes its inspiration from the night sky.