Brands
Libas lights up wedding season with Saj Dhaj Ke Season 2 festive campaign
MUMBAI: Libas isn’t just dressing the season, it’s draping India in full wedding splendour once again.
Libas, one of India’s leading ultrafast fashion brands, has launched Saj Dhaj Ke – Season 2, the much-awaited sequel to its popular wedding campaign. Building on last year’s success, the new edition celebrates the colour, joy and cultural richness of India’s wedding season through curated festive collections and immersive on-ground and digital experiences.
Flagship stores across the country have been transformed into vibrant festive spaces, inspired by the timeless marigold: a symbol of auspicious beginnings at Indian weddings. Whether it’s haldi, mehendi, cocktail evenings or the wedding day itself, Libas has crafted wardrobes for every ceremony, ensuring that each moment feels special, stylish and beautifully coordinated.
The brand is complementing its retail transformation with a digital-first strategy. Social media activations, influencer partnerships and creator-led content bring the Saj Dhaj Ke spirit alive online, engaging gen z and millennial audiences with immersive storytelling that reinforces Libas’s growing dominance in the wedding fashion segment.
Libas founder and CEO Sidhant Keshwani said, “The campaign builds on the success of last year, enhancing both our retail and digital experiences. Saj Dhaj Ke is not just about clothes, it’s about creating an omnichannel experience that engages, inspires, and positions Libas as the go-to brand for festive fashion.”
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.
