The ethnic wear brand Taneira, which belongs to the House of Tata, has launched its Summer Wedding ’23 campaign, which aims to add joy and warmth to the wedding season with its Lightweight Celebration Sarees. To promote this line of sarees, the brand has released a television commercial (TVC) featuring the elegant and confident actress, Mrunal Thakur.
The TVC is based on the concept that a wedding is like a beautiful saree, and it showcases the six yards of fabric as an embodiment of the essence of current Indian weddings. The saree, as a garment, has been reimagined several times to find relevance in the ever-evolving socio-cultural fabric of Indian society. It blends timeless traditions with contemporary connotations, representing a confluence of culture, creativity, and community.
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The film has been designed to appeal to modern women, and it showcases a bride reveling in the joyous festivities of her wedding. The bride is seen dancing and twirling, enjoying the precious occasion while creating priceless memories for tomorrow, without having to worry about the weight or work of her saree. The TVC ingeniously portrays the Summer Wedding saree as an ensemble that caters exquisitely to every member of the bride and groom’s family, spanning across generations of women.
Overall, Taneira’s Summer Wedding ’23 campaign aims to showcase the beauty and versatility of the saree as a garment, especially for weddings during the summer season. The TVC, featuring Mrunal Thakur, effectively conveys the message of the campaign and encourages women to embrace their culture and traditions while also being fashionable and comfortable.
Sharing her thoughts on this campaign, Ms. Shalini Gupta, General Manager, Taneira said, “The campaign is a creative exemplification of the parallels between sarees and weddings. Weddings Like sarees, have undergone a remarkable transformation and today, harmoniously synchronise age-old traditions and new age creativity, to present a version whose appeal transcends generations, and occasions. And through this campaign, we are delighted to welcome Mrunal Thakur into the Taneira family.”
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Talking about the range, she further added, “Taneira’s Summer Wedding ’23 line has masterfully crafted sarees that are not only light and breezy but also versatile enough to transition seamlessly across all wedding functions perfectly suited for the summer. Brides and wedding guests also strive to blend fashion and style with practicality and comfort, creating a unique statement with their choices, bridging the gap between the conventional and the contemporary.”
Speaking about the campaign and this association, Mrunal Thakur said, “As someone who loves the saree and using every opportunity to adorn one, I am delighted to be associated with Taneira. It is a brand that not only brings the best of Indian sarees under one roof but also is adding to the grammar of the saree language, like this current campaign.”
Puneet Kapoor, Chief Creative Officer, South, Ogilvy, said, “’Shaadi toh jaise ek beautiful si saree hai’ is an impeccable juxtaposition of a saree to a wedding, both playing an indelible part in creating everlasting memories. For us, the creative idea perfectly captured the essence of the saree and the Indian wedding. It is a celebration of tradition, creativity, and innovation, where old meets new and cultures blend seamlessly to create something truly beautiful. And what better contemporary brand to own this than Taneira”.
