Taneira has unveiled its Durga Pujo campaign, ‘From a Mother’s Hands to Yours’, which connects Maa Durga’s return to her maternal home with a daughter’s own journey towards her roots during the festival.
The campaign film captures the evolving relationship between a daughter and her mother’s sarees as she grows up. What begins with trying on her mother’s sarees during childhood gradually moves to borrowing them as a teenager before she learns to drape one herself. Through these moments, the film portrays the way traditions and rituals are carried forward from one generation to another.
The film repeatedly features the mother helping her daughter adjust the pleats and anchal before she heads out for Pujo. As the daughter grows older, the familiar ritual changes, with her eventually learning to drape the saree independently and later presenting her mother with a new saree. The exchange reflects the traditions and knowledge shared between mothers and daughters.
Alongside the campaign, Taneira has introduced its Pujo ’26 Edit. The collection features the Laal Paar range, comprising 31 designs inspired by the red-and-white sarees traditionally associated with Durga Pujo. It also includes festive sarees crafted in Murshidabad Silk, Tussar, Banaras Silk, Organza and embroidered silks.
Commenting on the campaign, Somprabh Kumar Singh, Chief Sales and Marketing Officer, Taneira, said, “For many of us, our earliest memories of festivals are intertwined with our mothers, watching them prepare for celebrations, learning cherished rituals and experiencing the magic of a saree for the very first time. With this film, we wanted to honour these deeply personal moments that connect generations of women. Durga Pujo, with its spirit of homecoming and togetherness, provides the perfect backdrop for this story of love, tradition and inheritance. The campaign celebrates the saree as more than an expression of style, it is a repository of memories, emotions and traditions that continue to be passed on lovingly from one generation to the next.”
Taneira’s Pujo ’26 Edit brings together the intimacy of Pujo rituals, the excitement of dressing up for family occasions and the energy of contemporary festive celebrations, while presenting the saree as an enduring expression of India’s textile heritage.
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