Ad Campaigns
Taneira celebrates the spirit of togetherness in the latest festive campaign ‘Onam Edit’
Mumbai: Taneira, from the House of TATA, infuses vibrance into the Onam season with its latest Onam Edit Weaves of Togetherness campaign. In a mesmerizing ode to artistry and evolution, Taneira unveiled its DVC to introduce the festive drapes for this season where every thread weaves a timeless tale of tradition harmoniously entwined with the vigour of change.
Thoughtfully tailored to resonate with the women of today, the film showcases women enveloped in the eternal allure of the six yards, as they embrace the essence of Onam amidst the bustling ambiance of their workplaces. Boldly prancing their way through the day, their movements exude a contemporary chicness, while embodying Onam’s traditional splendour. Despite their aspirations taking them away from their hearths, they find solace in the warm embrace of Onam’s spirit, fostering a sense of unity and shared bliss in the very heart of their professional domains, painting a picture of belonging that transcends physical distances.
Just as Taneira unites, over 100 diverse weaving clusters from every corner of India under one splendid roof, the culinary marvels harmonize into the delectable Onam Sadhya and the artful arrangement of flowers adorns the Pookkalam, epitomizing the celebration of camaraderie and concord. A tribute to this very fusion, the Onam Edit by Taniera weaves together cultural heritage, modern visions, and the essence of community, thus crafting an intricately patterned fabric of shared emotions and collective experiences.
Painstakingly crafted from Tussar silks and silk cotton, The Onam Edit exudes an artistry of refinement while boasting a sublime off-white hue. Every meticulously woven thread serves a dual purpose, elevating not only aesthetics but also ensuring unmatched breathability. Adorned with an impeccable design language, these sarees redefine comfort with their feather-like touch and fluid drapability. Whether it’s a joyous festival or a corporate affair, these resplendent drapes effortlessly embrace any event, allowing every woman to transition seamlessly from the office to the occasion in the blink of an eye. Emanating sheer style and versatility, these lightweight wonders become the quintessential choice, harmonizing the realms of sophistication and festivity with an enchanting symphony of allure
Sharing her thoughts on this campaign, Taneira general manager Shalini Gupta said, “The ‘Onam Edit’ campaign breathes life into Taneira’s grand vision – a revival of the timeless saree, tailored to suit the discerning needs of the modern Indian woman, forging their paths away from home and excelling in diverse roles. Epitomizing a harmonious confluence of culture, creativity, and community, the Onam Edit, is a tribute to her desire for fulfillment and balance, seamlessly blending tradition and versatility in her journey of success. The campaign stands as a testament to Taneira’s unwavering dedication to bestowing women with impeccable style and boundless versatility, all while honouring their cultural heritage.”
Talking about the range, Taneira head of design and curation Anindita Sardar said, “With every intricate stitch and delicate embroidery, these resplendent silk cotton and Tussar silk sarees achieve a synthesis of age-old traditions and contemporary creativity. Elegantly designed for effortless draping, they bestow women with the seamless ability to transcend from celebratory moments to the professional realm, flawlessly blending fashion, style, practicality, and comfort. Women in the workspace strive to blend fashion and style with practicality and comfort, creating a unique statement with their choices, bridging the gap between the conventional and the contemporary.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
