TLDR: Taneira, the ethnic wear brand from the House of Tata, has launched its new festive campaign, ‘The Gift of Pure Love,’ alongside the Miara Collection. The campaign highlights the emotional significance of gifting sarees, emphasizing purity and craftsmanship, with two ad films created by Ogilvy, Bengaluru.
Taneira, the ethnic wear brand from the House of Tata, ushers in the festive season with a heart-warming new festive campaign, ‘The Gift of Pure Love’ which is an ode to the bonds that make life’s moments meaningful. At the heart of the campaign lies the saree, not just six yards of fabric, but an emotion, a story and a keepsake of affection.
The campaign stems from the insight that for someone you truly love, a saree shouldn’t just look beautiful, it should feel beautiful too. When you gift a Taneira saree where every thread is woven with purity: the fluid softness of natural fabrics, the gentle sheen of silk, and the artistry of Indian handcraft and textile traditions come together to create not just a saree, but an experience. Just as true love is felt more than it is seen, a Taneira saree is treasured not just for how it looks, but for how it embraces you and evokes memories of your cherished one.
Through two resonant films, the campaign brings alive the magic of everyday relationships – a husband’s quiet surprise and a sister’s loving gesture, all bound by the act of gifting a saree. Each of these films celebrates the joy of gifting, reminding us that to gift a Taneira saree is to honour love with something as rare and invaluable as the emotion itself. In the end, purity is the truest measure of love. Because ‘Pure love isn’t just seen, it’s felt’. In harmony with this spirit of gifting, Taneira unveils its Miara Collection, a journey through dreams and transformation. Designed for today’s woman, the range fuses contemporary imagination and traditional craft, with a strong design differentiation that sets it apart. Crafted in various silks and cottons across India’s diverse textile traditions, Miara offers versatile drapes starting at 6499, perfect for every festive moment, whether chosen as a gift for a loved one or as a personal indulgence.
Speaking about the campaign, Mr. Somprabh Singh, Chief Sales and Marketing Officer, Taneira, said “Our campaign The Gift of Pure Love beautifully captures the essence of the festive gifting and the bonds that make every celebration meaningful. This year, through the Miara collection, we present a festive range that reflects this spirit and emotion. For us, every saree is a celebration, designed to make gifting more heartfelt and festive attire more meaningful. This Diwali, we honour the joy of giving by elevating the saree into an emblem of pure love. With our hallmark of authenticity and heritage, we believe Taneira is poised to become the preferred gifting choice of the season.’”
Sharing her thoughts on the campaign, Aarti Nichlani, Executive Creative Director, Ogilvy South, said, “We set out to capture the essence of modern relationships – all their raw, real parts – and wrap it in the fun of festive gifting. These aren’t your typical mushy moments; they’re honest, and totally us. Just like Taneira’s handcrafted sarees, which are more than just pretty colours and textures. They tell stories that reflect the ups and downs of life, deeply rooted in Indian culture yet beautifully reimagined for the contemporary Indian woman.”
With the promise of handcraftsmanship, strengthened by the Tata trust, Taneira preserves the eternal elegance of the six yards, while reimagining festive pathways of meaningful gifting and delight.
The campaign is live now – Campaign 1 and Campaign 2
Agency creds: Created by: Ogilvy, Bengaluru
- CCO, Ogilvy South: Puneet Kapoor
- President and Office Head, Ogilvy South: Tithi Ghosh
- ECD, Ogilvy South: Aarti Nichlani
- Creative Team: Jaydhrit Sur, Deeya Dey, Bibin Thankachan
- SVP, Account Management: Akshatha Poojari
- Account Management Team: Chitrangda Gupta
- CSO, Ogilvy South: Easo John
- Brand Strategy Team: Shambhavi Ramanathan, Madhuboni Battacharya
Production creds:
- Production House: House of Rapture
- Director: Advait Chandan
- Executive Producer: Abhishek Notani
- DOP: Tapan Basu
- Production Designer: Urvi Ashar
- Costume Stylist: Tanya Oak
- Casting Director: Sumit Attri
- Editor: Nikhil Sen
- Music Director: Bharat & Hitarth
