Taneira's latest campaign - Like No Other
This festive season Taneira wanted to At Taneira wanted to drive awareness of their brand as a differentiated player and showcase the all-new festive Saree collection. A saree is for everyone. It is the most democratic garment, welcoming women of every size, shape & age. It is versatile across occasions & needs.
Their TG comprises of a mindset that cuts across the spectrum; across socio/demographic profiles. This mind-set is that of the progressive yet rooted Indian woman; unique in her own way, stamping her individuality onto whatever she does, in an effortless & natural manner. A woman who makes choices of her own in her daily life, and wears the saree out of choice, not compulsion.
The campaign emanates from the thought that each woman is one of a kind, just like every Taneira saree (all natural and handcrafted), hence unique.. like no other.
This campaign celebrates the uniqueness and individuality of every woman through the lens of Indian festivities, thus showcasing the latest festive collection and striking a heartfelt chord with the audience.
Both films launched thus far are different situations & yet similar in delivering the point. The bhajan film is a refreshing take on how the protagonist is rooted in tradition yet gives her own unique twist to it, making it contemporary & personalised. The barfi film celebrates a warm moment of festivity between a mother & her children, where the woman in focus brings alive a household festive tradition in her own fun & unique way which makes her, her.
The idea is to recognise the unique but relatable quirks of women everywhere: something that brings a smile to the audience & perhaps remind them of that someone in their circle who is the same kind of special. Taneira celebrates this fact - Every woman has her own charm & playfulness which makes her unlike anyone else. This insight also helps to transcend the boundaries of age, profession & relations, which is generally the norm used to describe a woman.
The campaign is a combination of the films and print ads. The films are being run on digital & cinema.
"Each woman is unique in her own right. She makes rules for herself along the way. She holds on to some traditions, adopts some from her friends and family, creates new ones relevant to her. This campaign celebrates, her choices, her style, her individuality in bringing people together - Taneira, like no other" said, Shyamala Ramanan – Business Head, Taneira.
"Taneira sarees are handmade which means no two sarees will ever be exactly alike... and therefore Like No Other. No two women are alike even if they share a similar age and profession, each will have a quirk that makes her uniquely her and therefore again, Like No Other. The campaign idea flows from these simple synergies... and will ring true for the consumer as well, how could it not?", commented Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi.
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Delna Sethna, Priyanka Prakash, Khatija Beguwala, Shushank Suratkal, Plaksha Prakash
Account Management: Debarjyo Nandi, Nivedita Lahiri, Sohil Kothari
Planning Team: Snehasis Bose, Vinit Jani
Agency Producer: Vijay Vigamal
PR Agency: Ad Factors
Production Company: Prodigious, India
Director: Shamik Sen Gupta
Executive Producer: Chahna Rupani
Producer: Bhavna Gupta
Associate Producer: Rajdeep Rahi
Director of Photography: Satchith Paulose
Music: Arjun Iyer
Post Production Head: Mahesh Hasolkar