Taneira launches festive campaign, like no other
Taneira launched its annual festive campaign, “Like No Other" in partnership with L&K Saatchi & Saatchi. This campaign celebrates the uniqueness and individuality of every Indian woman through the lens of Indian festivities, thus showcasing the latest festive collection while also striking a heartfelt chord with the audience.
Articulated in the new brand baseline “Like No Other” the brand believes that every woman is one of a kind, just like their sarees which are all-natural & handcrafted and unique.
Film 1 - How Jaya Does Bhajans is a refreshing take on how the protagonist is rooted in tradition yet gives her own unique twist to it, making it contemporary & personalised.
Film 2 – How Riya Makes Barfi celebrates a warm moment of festivity between a mother & her children, where the woman in focus brings alive a household festive tradition in her own fun & unique way which makes her, her.
“Each woman is unique in her own right. She makes rules for herself along the way. She holds on to some traditions, learns some from her friends and family and creates new ones that are relevant to her. This campaign celebrates, her choices, her style, her individuality in bringing people together - Taneira, like no other,” expressed Shyamala Ramanan, Business Head, Taneira.
L&K Saatchi & Saatchi’s Chief Creative Officer, Delna Sethi added, “Taneira sarees are handmade which means no two sarees will ever be alike... and therefore Like No Other. No two women are alike even if they share a similar age and profession, each will have a quirk that makes her uniquely her and therefore again, Like No Other. The campaign idea flows from these simple synergies... and will ring true for the consumer as well, how could it not?”
With the idea to recognise the unique but relatable quirks of women everywhere: something that brings a smile to the audience & perhaps remind them of that someone in their circle who is the same kind of special, Taneira also hopes to transcend the boundaries of age, profession & relations, which is generally the norm used to describe a woman.