Taneira, the Tata brand, has launched its Durga Pujo campaign “From a Mother’s Hands to Yours,” drawing a parallel between Maa Durga’s homecoming during the festival and a daughter’s own journey back to her roots.
The campaign film traces a daughter’s evolving relationship with the saree across life stages – from trying on her mother’s sarees as a child, to borrowing them as a teenager, to eventually learning to drape one herself – using the garment as a thread connecting generations and rituals.
A recurring visual anchors the story: the mother adjusting her daughter’s pleats and anchal before she steps out for Pujo. As the film progresses, this gesture shifts – the daughter grows confident enough to drape her own saree and, in turn, gifts her mother a new one, positioning the exchange as a quiet symbol of inherited tradition and knowledge between mothers and daughters.
Alongside the film, Taneira has rolled out its Pujo ’26 Edit, anchored by the Laal Paar range – 31 designs inspired by the classic red-and-white sarees synonymous with Durga Pujo – alongside festive pieces in Murshidabad Silk, Tussar, Banaras Silk, Organza and embroidered silks.
Somprabh Kumar Singh, Chief Sales and Marketing Officer at Taneira, said the brand’s earliest festival memories are often tied to watching mothers prepare for celebrations, and that the film aims to honour those personal, generational moments. He added that the saree here represents more than style – it’s a repository of memories and traditions passed lovingly from one generation to the next, set against Durga Pujo’s spirit of homecoming and togetherness.
