Taneira launches its new campaign, ‘The Homecoming’

Have you ever paused to think about that time when you started draping your mother’s shawl around like a saree? From growing up watching the women in your household drape themselves in some of the most exquisite sarees, to rummaging through your grandmother’s trunk for treasured weaves.

Your love for sarees, time-honoured traditions and taking the time to meet your loved ones for the festive season have remained constant since childhood.

Taneira, a TATA product, unveils a special campaign, ‘The Homecoming’. It captures the absolute joy of coming back to our roots, our traditions, and our homes. It brings together women from different generations to spread the celebration of joy, by adorning Taneira’s rich assemblage of pure and authentic weaves from across the country. In the heart of the digital film is a young girl who has always harboured a curiosity for sarees and is enthralled by their divinity. The film depicts a cheerful celebration of festivities with the daughter, mother, and grandmother, all of them draped in the elegance of festive sarees from Taneira and admiring the fireworks together, showing their endless love for the brand’s handwoven collection of six yards. The brand brings India under one roof through an extensive range of weaving clusters such as Kanjeevarams, South Silks, Pochampally Ikats, Mangalgiris, Banarasis, Chanderis, Maheshwaris and Jamdanis, along with a vast collection of Tussars including classic designs to choose from, which are cherished by all.

Sharing his thoughts on the campaign, Ambuj Narayan, Chief Executive Officer, Taneira said, “Sarees are a 5000 years old category and a traditional ensemble which receives comparatively higher interest during the peak of the festive season. Our aim is to encourage the audience to embrace their traditions in their own ways and celebrate the festivities with their loved ones. With the launch of ‘The Homecoming’, we invite all the women in India to embrace the beautiful six yards this Diwali with Taneira’s extensive range of festive sarees that are design differentiated and suit the choices of women across all age groups, presenting them with unique looks for all kinds of festivities.”

Speaking about the campaign, Ms. Tithi Ghosh, President and Head of Office, Ogilvy Bengaluru said “The festive season is the time for bonding, renewal, and discovery. The richness of rituals finds new meaning as they are celebrated in both traditional and contemporary ways. As the older generation imparts knowledge about festive traditions, the younger generation adds their own flourishes to make them more unique and special. Taneira with its gorgeous range of authentic and handcrafted sarees curated from different parts of India is at the confluence of this. While celebrating India's unparalleled weaving techniques, designs, and colours, Taneira is loved by both heritage-upholding consumers and the ones who make endearing tweaks to traditions. This year's festive campaign is the story of three generations of women, all bound together by their love for tradition as they teach each other to celebrate the festival in old and new ways. As the youngest in the family revels in the discovery of beautiful silken weaves, she in turn makes her mother and grandmother sparkle in their finery a little differently.”

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