February 14, 2025
Campaign Indian

Taneira Unveils Its First Brand Film Featuring Usha Uthup and Mrunal Thakur, Celebrating the Essence of Indian Sarees

Taneira, a proud member of the Tata family, has launched its inaugural brand campaign, marking a significant milestone in its journey to honor India’s rich textile heritage.

This captivating campaign stars legendary singer and saree icon Usha Uthup alongside the talented actress Mrunal Thakur, weaving together the brand’s values of trust, authenticity, and craftsmanship with a modern narrative.

Through this film, Taneira showcases its dedication to preserving the art of saree weaving while offering customers sarees that combine timeless tradition with contemporary aesthetics. The campaign positions Taneira as the go-to destination for saree lovers seeking authenticity, purity, and exquisite artistry under one roof.

Set against the vibrant backdrop of a Taneira store, the film captures a heartwarming interaction between Usha Uthup and Mrunal Thakur. Mrunal, draped in a stunning pure silk saree, turns to Usha for guidance, sparking a delightful conversation about saree shopping dilemmas, including fabric authenticity and craftsmanship. The engaging exchange emphasizes Taneira’s commitment to transparency, with sarees that are Silk Mark certified and crafted by master artisans from across India.

Reflecting on her association with the brand, Usha Uthup said, “Sarees have always been a part of who I am. They’re more than just an outfit—they’re a symbol of my identity. Collaborating with Taneira has been truly special because they resonate with my belief in celebrating cultural heritage while embracing contemporary design. Together, we’re highlighting the beauty and legacy of sarees, ensuring their timeless elegance reaches every woman who values both tradition and individuality.”

One of the standout moments in the film is the introduction of Taneira’s exquisite ‘Mor design’ Banarasi saree. This masterpiece, adorned with intricately woven peacock motifs, is a testament to the brand’s unwavering dedication to artistry and innovation. The saree serves as a reminder of Taneira’s mission to blend heritage with unique, meaningful designs.

Ambuj Narayan, CEO of Taneira, expressed his pride in the campaign, stating, “At Taneira, we aim to create an experience that celebrates authenticity and craftsmanship while honoring the hands that bring these sarees to life. This film perfectly encapsulates our vision of merging tradition with modernity. Working with Usha Uthup, a true saree connoisseur, and the graceful Mrunal Thakur has been an inspiring journey. Together, they have beautifully brought our story to life.”

Mrunal Thakur shared her enthusiasm, saying, “Being part of this campaign alongside Usha Uthup Ma’am has been an enriching experience. Over the past year, my association with Taneira has deepened my admiration for their work, from their extraordinary designs to the stories of craftsmanship they tell. This campaign reflects my own belief in celebrating tradition while embracing personal style.”

The creative vision for the campaign was led by Puneet Kapoor, Chief Creative Officer at Ogilvy South. He explained, “We wanted to showcase Taneira’s core values through a story that would resonate with both seasoned saree aficionados and first-time buyers. Bringing Usha Uthup on board was a bold and exciting choice, as she represents the essence of saree culture in India. Paired with Mrunal’s elegance, we’ve created a film that is engaging, emotional, and unforgettable.”

Taneira’s brand film is not just a celebration of handwoven sarees but also a tribute to the artisans who keep this age-old craft alive. By combining the legendary charm of Usha Uthup with Mrunal Thakur’s modern grace, Taneira has successfully crafted a campaign that bridges the gap between tradition and contemporary appeal, inspiring women everywhere to embrace the magic of sarees with confidence and pride