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.
