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Tag: Taneira

  • Taneira wraps the festive season in ‘The Gift of Pure Love’

    Taneira wraps the festive season in ‘The Gift of Pure Love’

    MUMBAI: Taneira, the ethnic wear brand from the House of Tata, is weaving emotions into every fold this festive season with its touching new campaign, ‘The gift of pure love’: a celebration of relationships, memories, and the timeless elegance of the saree.

    Rooted in the belief that true love should be felt, not just seen, the campaign highlights how a thoughtfully gifted saree can carry far more than aesthetic value, it carries intention, memory, and meaning. A Taneira saree is crafted with the purity of natural fabrics, the gentle shine of silk, and the soul of Indian handcraft traditions. It’s more than a gift, it’s an embrace.

    Through two emotionally resonant films, Taneira brings alive everyday stories: a husband’s quiet gesture, a sister’s heartfelt surprise, all wrapped in the grace of a saree. These vignettes aren’t about grand declarations, but about quiet, personal acts of love that make festivals truly special.

    “Our campaign beautifully captures the spirit of festive gifting and meaningful bonds,” said Taneira, chief sales and marketing officer, Somprabh Singh. “With the Miara collection, we’re offering not just sarees, but heirlooms of love and craftsmanship.”

    Alongside the campaign, Taneira launches its ‘Miara’ collection, a festive range designed for today’s woman, marrying traditional artistry with a modern twist. From delicate cottons to lustrous silks, Miara sarees start at Rs 6,499, offering versatility for every festive mood, whether as a cherished gift or a personal indulgence.

    Ogilvy South, executive creative director, Aarti Nichlani, summed it up and said, “These aren’t just pretty colours and textures. These sarees tell stories – honest, real, and deeply Indian. Just like the moments we’ve captured in the campaign.”

    In an era of fast fashion and fleeting trends, Taneira’s campaign is a reminder that some gifts never go out of style, especially when they come from the heart, stitched with meaning, and steeped in tradition.

     

  • Influence, inbox, impulse buy: Meta’s new-age retail mantra

    Influence, inbox, impulse buy: Meta’s new-age retail mantra

    MUMBAI: The good old kirana might still stand, but what’s driving shoppers to the shelf is now happening on screen. A new Meta-commissioned study by GWI has revealed just how deeply influencers, reels, and dms are reshaping retail habits across India.

    According to the survey — conducted among 2,548 Indian internet users aged 16–64 — nearly eight in ten shoppers discover new products via social media, with a staggering 96 per cent of that discovery happening on Meta’s platforms, namely Facebook and Instagram.

    “Indian shoppers today are social-first, mobile-first, and video-first irrespective of whether the purchase happens offline or online” said Meta India director, e-commerce & retail, Meghna Apparao, “With consumers increasingly relying on Reels, messaging, and influencer content to discover and evaluate products, offline retailers have an opportunity to reach their customers across multiple touch points simultaneously and harness the power of our platforms to build unique online and phygital experiences that also move metrics across the funnel.”

    Even shoppers physically browsing aisles are scrolling first — using social media to discover, research, and decide, often before they even set foot in a store. Retail displays may still exist, but the real pitch now happens on feeds.

    Short-form video is turning scrolls into sales. Around a third of users reported purchasing products they saw in 2–3 minute brand videos or reels, especially in premium and luxury categories, where visual storytelling has a strong influence.

    Influencer clout continues to soar. Six in ten shoppers follow national influencers, whose opinions now weigh heavily on both what to buy and where to buy it from — online or offline. Their reach is no longer just virtual; it’s walking customers right into stores.

    Meanwhile, WhatsApp is becoming the new storefront. Nearly 60 per cent of users said they are likely to purchase a product after seeing an offer on the messaging app — making it a silent but powerful sales channel.

    In step with these shifts, Meta has launched new omnichannel advertising tools designed to bridge the digital-physical divide. These enable brands to not just chase clicks but track real-world impact — from boosted footfall to ringing tills.

    Tanishq CMO Pelki Tshering said, “We’ve always believed in meeting our customers where they are — both online and offline. Meta’s solutions like Click to WhatsApp (CTWA) have helped us in that journey. By combining conversational commerce with tailored messaging, we’ve seen over 14x offline ROAS. What’s even more exciting is the potential of Meta’s omnichannel ads — allowing us to drive both online and in-store sales through a single, unified campaign. As one of the first to test the solution with offline CAPI, we’re seeing a 40% jump in ROAS for online purchases and an improvement in offline purchases. Meta’s retail solutions are helping us not just drive omni sales — but truly connect with our customers, wherever they are in their buying journey.”

    Taneira head of marketing  Aishwarya Omprakash, “In our pilot campaign utilising Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year.”

    For Indian retailers, the message is clear: to win offline, think online first — especially if you’re not in the reel game yet.

  • VDO.AI and Taneira by TATA launch successful OLV summer campaign

    VDO.AI and Taneira by TATA launch successful OLV summer campaign

    Mumbai: VDO.AI, an advertising technology platform, partnered with Taneira, the ethnic wear brand from TATA, to launch a summer campaign focused on comfort, style, and Indian craftsmanship. The campaign targeted women aged 25 to 55 in tier 1 and tier 2 cities using VDO.AI’s Online Video (OLV) ads and exclusive premium publisher network.

    The campaign delivered over 3.3 million impressions, achieved a 74.57 per cent video completion rate (VCR), and recorded a click-through rate (CTR) 4x higher than the industry average.

    VDO.AI’s CEO, Amitt Sharma commented, “Our partnership with Taneira allowed us to demonstrate how AI and data-driven strategies can significantly enhance audience engagement and drive higher conversion rates. With the dual CTA strategy and granular targeting, we ensured Taneira’s message resonated with the right audience, delivering exceptional results that highlight the power of our technology.”

    The campaign’s dual Call-to-Action (CTA) strategy offered both “Shop Now” and “Store Locator” options, guiding viewers to either explore Taneira’s collection online or find a nearby store through VDO.AI’s technology.

    Taneira’s representative, Pranjal Agarwal added, “Partnering with VDO.AI has been a fantastic move for us. Their AI-driven online video ads delivered impressive results, achieving a high ROI. The dual CTA strategy and contextual ad placements on premium publisher websites enabled our ads to effectively reach our target audience, resulting in a 4X increase in CTR compared to the industry average. We are impressed by both the performance and the team at VDO.AI and look forward to future collaborations.”

    This partnership set a new standard for digital advertising in the clothing sector, demonstrating how technology can enhance brand storytelling and create impactful consumer experiences.

  • Digikore Studios unveiling ‘Kaise Banta Hai’, the “MegaFactory of India; premieres on Jio Cinema

    Digikore Studios unveiling ‘Kaise Banta Hai’, the “MegaFactory of India; premieres on Jio Cinema

    Mumbai: Digikore Studios announced the release of the premiere episode of its latest show ‘Kaise Banta Hai’, now streaming on Jio Cinema. This episode features Titan Eye+, Taneira, and Sesa Care, spotlighting the advanced technology, stringent quality control, and careful management required to manufacture their products.

    Inspired by global hits like “How It’s Made” and “Megafactories”, ‘Kaise Banta Hai’ offers viewers a behind-the-scenes look at the intricate processes behind the production of familiar household brands. This innovative format provides brands a unique 10-minute marketing showcase – equivalent to 60 seconds of traditional advertising – to foster enduring exposure and traction across digital platforms. More importantly, ‘Kaise Banta Hai’ aims to cultivate deeper consumer connections by unravelling the mysteries and workmanship behind regular items.

    Digikore Studios the CEO and founder Abhishek More said, “Through glimpses into diverse factories coupled with an engaging host-led narrative, each episode promises an eye-opening journey that will change how audiences view everyday objects around them. We are excited to create a viewing experience that informs and entertains, while helping brands drive awareness around their manufacturing excellence.”

  • Ambuj Narayan takes over as Taneira CEO

    Ambuj Narayan takes over as Taneira CEO

    Mumbai: Taneira – the women’s ethnic wear brand from Titan – the Tata Group company has announced the appointment of Ambuj Narayan as chief executive officer. Narayan will spearhead the brand’s journey to drive exponential growth and establish Taneira as the key industry leader in the ethnic apparel segment.

    With experience of over 25 years in sales and operations across retail and consumer durables industries, Narayan has been associated with companies like Metro Cash & Carry, Walmart, Whirlpool and BPL. He has been instrumental in achieving significant business turnarounds and transforming businesses into profitable entities through sustainable practices.

    A Physics (hons) graduate from Delhi University, Narayan has completed his PGD in marketing management from Symbiosis Institute of Management Studies in 1996 and Certificate of Business Excellence from University of California, Berkeley, Haas School of Business in 2017.

    Speaking on his new role, Ambuj Narayan said, “I am thrilled to be a part of this young, dynamic brand – Taneira that has been committed to bring the best of India’s authentic weaves and crafts from across the country to present contemporary ensembles for the modern Indian women. The brand has been working closely with the rural karigars to upskill them, build exceptional quality products and has made its mark within a short span of time. I look forward to leading the strategic thinking and strengthening the brand value proposition, making Taneira the most loved women’s ethnic-wear brand in the country.”

    Taneira was launched in 2017 to bring about innovation in the largely unorganised women’s ethnic wear category through differentiated designs from over 65 clusters in India.

  • Taneira onboards Shalini Gupta as GM to spearhead growth

    Taneira onboards Shalini Gupta as GM to spearhead growth

    Mumbai: Taneira – the women’s ethnic wear brand from Titan, the Tata Group company has announced the appointment of Shalini Gupta as general manager – marketing, category, design, and supply chain. Gupta will lead the way to achieve the ambitious growth target set for FY23 by the brand by solidifying the brand value proposition, said the brand in a statement.  

    An alumna from SVKM’s Narsee Monjee Institute of Management Studies (NMIMS), Gupta has been associated with Titan for almost two decades. She has donned numerous leadership positions in the company, such as heading marketing for Sonata watches, being the business head of Helios and licensed brands in the watches division of the company to being the CMO for Titan Eye Plus, the eyewear business of the company.

    Speaking on her new role, Gupta said, “Over the past few years, Taneira has brought the best Indian weaves under one roof for the progressive Indian women and has also supported the weaver community from across the country. The brand has won the hearts of many customers in a short period of time, and is now poised to scale up exponentially. I look forward to playing a role in making Taneira the most loved brand for women’s ethnic wear in India”.

    Taneira was launched in 2017 to bring about innovation in the women’s ethnic wear category, which   is still largely unorganised, through differentiated designs from over 65 weaving clusters in India, celebrating the diverse textiles and craftsmanship and authenticity of handcraft, said the brand.

    The business began with the launch of sarees and has now gradually expanded to festive & bridal lehengas, dress materials, ready-to-wear blouses, salwar and kurtas, stoles and dupattas.