Taneira, the ethnic wear brand from the House of Tata, has launched its new festive campaign, “The Gift of Pure Love,” celebrating the relationships that make life’s special moments memorable. At the heart of the campaign is the saree – presented not just as an outfit but as a symbol of love, heritage, and timeless emotion.
The campaign is inspired by the belief that a saree meant for someone you love should feel as beautiful as it looks. Each Taneira saree is crafted with natural fabrics, soft textures, and authentic Indian artistry, turning it into more than just festive attire – it becomes an experience, a memory, and an expression of affection.
Two heartfelt films anchor the campaign, showcasing simple yet powerful moments: a husband’s thoughtful surprise and a sister’s meaningful gesture. The stories underscore that gifting a Taneira saree is a way to honour love with something just as pure and enduring.
To mark the campaign, Taneira has introduced the Miara Collection – a festive range blending traditional craftsmanship with a contemporary touch. Featuring versatile drapes in silks and cottons, prices begin at ₹6,499, making it ideal for gifting or personal celebration during the festive season.
Somprabh Singh, Chief Sales and Marketing Officer, Taneira, said, “This campaign beautifully captures the joy of festive gifting. With Miara, we’re offering a collection that turns every saree into a heartfelt gesture. This Diwali, we aim to make gifting more meaningful and celebrations more memorable.”
Aarti Nichlani, ECD, Ogilvy South, added, “We wanted to portray modern relationships in their most honest form – moments that feel real and relatable. Just like Taneira sarees, these stories are rooted in tradition but speak to today’s woman.”
Agency: Ogilvy, Bengaluru | Production: House of Rapture, directed by Advait Chandan
