Taneira, from the House of Tata, is turning attention to a familiar part of getting ready for a celebration — the moment a woman takes one last look at herself before stepping out. Its new festive campaign, ‘Solah Shringaar’, explores this pause as a personal expression of style, confidence and self-choice.
Conceptualised by Famous Innovations and produced by Pap Films, the campaign builds on the thought “Aap se hi poora, har shringaar”, giving the traditional idea of solah shringaar a contemporary interpretation. Rather than presenting adornment as a set of expectations, the campaign focuses on the small choices through which women make a festive look their own.
The film follows five women from different cultures and stages of life as they navigate the rush of festive preparations. A mother gets her child ready while preparing herself, another woman manages last-minute tasks and others make their way to celebrations. Despite their different circumstances, each finds a brief moment to pause in front of a reflection.
An elevator mirror, a car window or a glass door becomes an opportunity for one final check. A bindi is adjusted, a strand of hair is moved or a saree’s pallu is changed slightly. Sometimes, nothing changes at all. The point is the moment itself — a few seconds where everything else can wait.
The stories eventually come together at a festive gathering, where the women notice an older woman across the room doing the same thing. She catches her reflection, makes a small adjustment and takes a moment to appreciate the woman looking back at her. The exchanged smile connects the ritual across generations without the need for words.
Through this idea, Taneira reframes shringaar as an act of self-expression rather than a prescribed ritual. The details may evolve across generations, but the desire to dress up, personalise a look and take a moment for oneself remains familiar.
Somprabh Singh, CSMO, Taneira, Titan Company, said, “The saree is a beautiful common thread across India. Women across regions, generations and life stages drape it, bringing alive their individuality and personal sense of style. That diversity is what we wanted to celebrate with Solah Shringaar, a collection that brings together different expressions of festive dressing, with the woman always at the centre. After all, it is she who brings every saree, every look and every shringaar to life. Hence the thought – “Aap se hi poora, har shringaar.”
Senthil Kumar, Chief Creative Officer & Managing Partner, Famous Innovations, said, “We started with the insight that holds up a mirror to the Indian woman, who takes her own time to get ready, to complete her solah shringar, while the world waits. While tradition prescribes sixteen steps of adornment, the modern woman views Shringar as a self-directed toolkit. The true joy of getting ready plays out in constantly editing the ritual until it feels unapologetically like her own. Often, it happens in that last minute before stepping out, when someone is already calling, the phone is ringing, the celebration has begun, and yet she says, “Ek minute.” The bindi shifts, the hair calls for a reset, the pallu falls differently, the saree completes her but gets styled another way. Because that momentary lapse of time is entirely hers. A moment to pause, to find a little more of herself in the mirror and arrive at what feels completely her own self. The handcrafted pure silk sarees from Taneira completes the woman’s shringar in every sense, making it a personal choice rather than a traditional requirement.
Taneira enables her to celebrate her heritage entirely on her own terms. Across different women, homes, cities and celebrations, we see these fleeting moments of self-recognition. Women who are already dressed. Already ready. It’s already beautiful. Yet each finds a tiny reason to step back and make one last change for herself. Almost intuitively, she decides to stop and gaze at herself, a moment lapses into a minute, a reflection on who she is and how beautiful! And while she takes her own time, the world waits.”
Ria Singh, Director, said, “What a wonderful opportunity to make a film about women, seen through their own gaze.
The heart of this film felt so relatable and familiar to me. When the script came to me, I saw myself, my mother, my sister, my friends – every woman I know – in it. We’re all beautiful, but in the rush of doing, caring, achieving and constantly being more for everyone around us, we forget to pause and really see ourselves. This film felt like a little reminder to stop, see ourselves and celebrate ourselves.
So I approached it entirely from a place of heart and honestly. From what I know, have lived and seen women around me live. We found diverse, real women and captured those tiny, unselfconscious moments of vulnerability and tenderness when a woman catches herself in a reflection. I wanted each of them to feel like someone we know. We held their gaze with the same tenderness with which we filmed them. And I hope women see a little bit of themselves in this film, feel seen, and take a moment to look at themselves too. Even just for a minute.”
With ‘Solah Shringaar’, Taneira places the woman rather than the ritual at the centre of festive dressing, using the familiar act of a final mirror check to explore how tradition can become personal through the choices she makes.
