Ad Campaigns
Taneira’ launches it’s Summer Wedding ’23 campaign
Mumbai: Taneira, the ethnic wear brand from the House of Tata, has launched its Summer Wedding ’23 campaign. Featuring actress Mrunal Thakur, the brand has unveiled a TVC to launch it’s Lightweight Celebration Sarees for the wedding season, amidst the rising tempratures.
Weaving a beautiful story around ‘Shaadi toh jaise ek beautiful si saree hai’, the TVC masterfully showcases the six yards as an embodiment of the essence of current Indian weddings. Much like Indian Weddings, the saree as a garment has been imagined and reimagined time and time again, to find relevance in the ever evolving socio-cultural fabric of our society, both blending timeless traditions with contemporary connotations; representative of a confluence of culture, creativity and community.
Designed to speak with the women of today, the film showcases a bride revelling in the joyous festivities of her wedding, swirling, dancing and prancing, making the most of the precious occasion today while creating priceless memories for tomorrow without having to bother about the weight or work on her saree. The film ingeniously portrays the Summer Wedding saree as an ensemble that exquisitely caters to every member of the bride and groom’s family, spanning across generations of women.
Sharing her thoughts on this campaign, Taneira general manager Shalini Gupta said, “The campaign is a creative exemplification of the parallels between sarees and weddings. Weddings Like sarees, have undergone a remarkable transformation and today, harmoniously synchronise age-old traditions and new age creativity, to present a version whose appeal transcends generations, and occasions. And through this campaign, we are delighted to welcome Mrunal Thakur into the Taneira family.”
Talking about the range, she further added, “Taneira’s Summer Wedding ’23 line has masterfully crafted sarees that are not only light and breezy but also versatile enough to transition seamlessly across all wedding functions perfectly suited for the summer. Brides and wedding guests also 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.”
Speaking about the campaign and this association, Thakur said, “As someone who loves the saree and using every opportunity to adorn one, I am delighted to be associated with Taneira. It is a brand that not only brings the best of Indian sarees under one roof but also is adding to the grammar of the saree language, like this current campaign.”
Ogilvy CCO Puneet Kapoor said, “’Shaadi toh jaise ek beautiful si saree hai’ is an impeccable juxtaposition of a saree to a wedding, both playing an indelible part in creating everlasting memories. For us, the creative idea perfectly captured the essence of the saree and the Indian wedding. It is a celebration of tradition, creativity, and innovation, where old meets new and cultures blend seamlessly to create something truly beautiful. And what better contemporary brand to own this than Taneira.”
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.
