The festive campaign, celebrates the deeply personal ways in which women make the ritual of getting ready their own
Bhubaneswar (Odisha Tazanews) :- This Diwali, Taneira, the women’s ethnic wear brand from Titan Company Limited, presents Solah Shringaar, an exclusive collection of handcrafted designer sarees inspired by the deeply Indian language of adornment, reimagined for how women choose to dress and express themselves today. Bringing the collection to life is the brand’s new festive campaign, which turns the gaze inward to celebrate the small, personal choices through which a woman feels a little more like herself .
Traditionally associated with sixteen forms of adornment, Solah Shringaar becomes a starting point rather than a prescription in Taneira’s contemporary interpretation. Drawing from the richness and symbolism of adornment, the collection translates it through intricate motifs, expressive borders and distinctive design details. Brought to life across festive favourites including Organzas, Tussars and Tissues, the sarees reflect Taneira’s approach to bringing Indian tradition into the present — preserving the depth of craft while creating distinctive designs for the way women want to wear the saree today.
At the heart of the campaign is a simple, familiar insight: there is no one way to feel like yourself. In the rush of Diwali — between people waiting, places to be and celebrations already underway — getting ready can hold a small moment that belongs entirely to her. A pallu worn differently, hair let down, a bindi adjusted, or simply an extra minute spent looking at herself in the mirror. These choices are not about transforming into someone else, but about recognising what already feels inherently her.
The campaign film captures this through women across different life stages, homes and celebrations, each already dressed in a Taneira saree and ready to step into her evening. Yet, on catching her own reflection, each pauses to make one last choice for herself. Through these fleeting moments of self-recognition, the film gives a contemporary meaning to Shringaar: not a set of rules for how a woman should adorn herself, but the freedom to make the ritual entirely her own.
Designed in-house by Taneira, the collection brings together Organzas, Tussars, Tissues and other festive favourites, combining rich festive fabrics, considered craftsmanship and contemporary design to offer women varied expressions of the saree across Diwali celebrations — from intimate gatherings and poojas to festive evenings and parties.
Speaking about the campaign, Somprabh Singh, Chief Sales & Marketing Officer, Titan Company Limited, said, “The Indian woman today is embracing a richer, more individual expression of her style. We are seeing a renewed appetite for Indian maximalism, with women gravitating towards rich fabrics, distinctive design and handcrafted sarees, while interpreting them entirely on their own terms and with their personal sensibility.
The saree sits at the heart of this evolution. It is a garment that unites women across generations, regions and life stages, yet allows each of them to express herself differently. At Taneira, that plurality is central to our design philosophy: preserving the richness of Indian craft while creating distinctive pieces for how women want to dress today. The film brings this belief to life by celebrating those small, personal moments through which a woman recognises and expresses her own sense of beauty.”
Adding to the festive celebrations, Taneira is also offering exciting gift vouchers on purchases across its stores pan-India for a limited period, giving customers another reason to discover the new collection through the festive season, whether choosing a saree for themselves or for someone they cherish.
Speaking about the creative idea, Senthil Kumar, Chief Creative Officer & Managing Partner, Famous Innovations, said, “We started with an insight that holds up a mirror to the Indian woman and that familiar ‘ek minute’ she takes for herself while the world waits. While tradition speaks of sixteen forms of adornment, the modern woman makes Shringaar entirely her own. It is in that last minute before stepping out — when the bindi shifts, the hair gets a reset or the pallu falls differently — that getting ready becomes deeply personal. She is already dressed and already beautiful; she is simply editing the ritual until it feels unmistakably like her. With Taneira, we wanted to celebrate that freedom to engage with heritage on her own terms, and those fleeting moments when a woman pauses, looks at herself and finds a little more of herself in the mirror.”
Reflecting on her approach to the film, Ria Singh, Director, said, “What drew me to this film was the opportunity to portray women through their own gaze. The thought felt immediately familiar — I could see myself, my mother, my sister, my friends and so many women I know in these moments. We spend so much of our time doing, caring, achieving and being there for everyone around us that we rarely stop to simply look at ourselves. I wanted to capture those tiny, unselfconscious moments of tenderness and self-appreciation when a woman catches her reflection. We found women who felt real and distinct, and held their gaze with the same tenderness with which we filmed them. I hope women watching the film recognise a little of themselves in it and perhaps take that extra minute for themselves too.” Solah Shringaar by Taneira is available at Taneira stores Bhubaneswar and Cuttack.
