Brands
Libas makes a mother of a move with its cheeky Purple Days Sale
MUMBAI: Who needs retail therapy when you’ve got a whole retail carnival? Libas, the homegrown fashion brand known for riding the ultra-fast-fashion wave, has launched its cheekily titled ‘Maa of All Sales’ campaign bringing sass, sentiment, and serious savings to the style circuit. A play on festive chaos and motherly wisdom, the campaign ushers in the brand’s flagship Purple Days Sale with a burst of colour, creativity and customer-first flair.
Running from 26 July to 3 August, the sale offers up to 70 per cent off across categories on the Libas app and website. But the real crowd-puller? The offline madness was compressed into just two days across stores, adding urgency to the already electric shopping experience.
To fuel that energy further, Libas dropped its Purple VIP Passes, letting shoppers grab Rs 3,000 worth of fashion for Rs 2,000 with exclusive early access and perks. The first 100 customers at the Lajpat Nagar flagship store were greeted with a Rs 1,000 bonus discount, while hundreds of purple balloons and a dramatic reveal moment turned the area into a fashion-themed flash mob.
The campaign also saw Libas joining forces with homegrown favourites like Sirona and Jain Shikanji to create a nostalgic yet fresh vibe. Guests at the Lajpat Nagar store were welcomed with complimentary Jain Shikanji refreshments, a thoughtful nod to the idea that great fashion should feel like home.
Libas, founder & CEO Sidhant Keshwani summed it up aptly: “This isn’t just about discounts. ‘Maa of All Sales’ brings emotion and insight to retail storytelling, one where humour, hustle, and heritage come together.”
From a visually immersive purple takeover of store façades to multi-sensory activations and influencer buzz, Libas doubled down on making the sale more than just transactional. It was experiential aimed at making shoppers feel seen, celebrated and cheekily indulged.
Libas head of marketing Nisha Khatri said, “From quirky naming to strategic collaborations and thoughtful in-store moments, every detail was curated to spark joy while staying rooted in our DNA.”
In a retail market often dominated by plain-vanilla discount tactics, Libas’ bold and breezy playbook proves one thing: when it comes to Indian fashion, maa does know best.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
