‘From a Mother’s Hands to Yours’ follows a daughter’s journey through sarees, rituals and memories as she finds her way back to her roots during Durga Pujo. For many daughters, learning to wear a saree begins long before they actually know how to drape one. It starts with watching their mothers, playing with their sarees and gradually picking up the rituals that come with every celebration. Taneira, the Tata brand, brings this relationship to life in its Durga Pujo 2026 campaign, ‘From a Mother’s Hands to Yours’, using the saree as a thread connecting mothers, daughters and generations of tradition.

The campaign film draws a parallel between Maa Durga’s annual return to her maternal home and a daughter’s return to her own roots during Pujo. At its centre is a daughter whose relationship with the saree changes as she grows up. As a child, she experiments with her mother’s sarees. During her teenage years, she begins borrowing them, before eventually learning to drape one herself. Throughout these moments, her mother remains part of the journey, passing down not just the garment but the rituals and knowledge associated with it. One of the film’s recurring moments is the mother adjusting her daughter’s pleats and anchal before she leaves for Pujo. As the daughter grows more confident, that gesture changes too. She eventually drapes the saree on her own and returns the sentiment by gifting her mother a new saree. The campaign extends into Taneira’s Pujo ’26 Edit, which includes the Laal Paar range, featuring 31 designs inspired by the red-and-white sarees traditionally associated with Durga Pujo. The collection also features festive sarees in Murshidabad Silk, Tussar, Bananas Silk, Organza and embroidered silks.

Speaking on the campaign, Somprabh Kumar Singh, chief sales and marketing officer, Taneira, said, “For many of us, our earliest memories of festivals are intertwined with our mothers, watching them prepare for celebrations, learning cherished rituals and experiencing the magic of a saree for the very first time. With this film, we wanted to honour these deeply personal moments that connect generations of women. Durga Pujo, with its spirit of homecoming and togetherness, provides the perfect backdrop for this story of love, tradition and inheritance. The campaign celebrates the saree as more than an expression of style, it is a repository of memories, emotions and traditions that continue to be passed on lovingly from one generation to the next.” Through the campaign, Taneira places the saree at the centre of familiar Pujo moments, from getting ready for celebrations to sharing rituals with family. The film ultimately presents it as something that carries memories and traditions forward, from one generation to another.