Libas has launched ‘Lal Ishq – A Celebration of First Karwa Chauth’, a campaign centred on a newlywed bride experiencing the festival for the first time. The campaign explores how Indian wear features in the preparations and rituals surrounding festive occasions, using the bride’s first Karwa Chauth as its central narrative.
The campaign is structured in three parts, each covering a key moment of the festival. It begins with the bride’s shringar and the preparations for the day, setting the tone for what follows. The second part moves to the rituals and pooja that bring the family together around the newlywed. The final part focuses on moonrise and the traditional sieve ritual shared by the bride and her husband, the moment the day builds towards.
Nisha Khatri, head of marketing, Libas, said the brand sees Indian wear as an integral part of how women experience and express themselves during important cultural occasions. She said Lal Ishq brings that thought to life through a milestone of particular significance for a newlywed bride. By capturing the journey from festive preparations to the rituals of Karwa Chauth, the brand wanted to show how clothing becomes part of the experience and the memories associated with it.
She added that the campaign reflects Libas’ approach to making culturally rooted fashion relevant to the contemporary Indian woman. It follows the bride closely from her shringar to moonrise.
