Libas has introduced ‘Lal Ishq – A Celebration of First Karwa Chauth’, a campaign that follows a newlywed bride through the different moments of her first Karwa Chauth.
The narrative opens with the bride’s festive preparations and shringar before moving to the pooja and rituals observed with her family. It concludes with the moonrise and the traditional sieve ritual performed by the bride and her husband.
Through this three-part narrative, Libas highlights the role of Indian wear in festive dressing and the customs associated with important cultural occasions.
Nisha Khatri, Head of Marketing, Libas, said, “At Libas, we see Indian wear as an integral part of how women experience and express themselves during important cultural occasions. Lal Ishq brings this thought to life through a milestone that holds particular significance for a newlywed bride.
By capturing the journey from festive preparations to the rituals of Karwa Chauth, we wanted to show how clothing becomes part of the experience and the memories associated with it. The campaign reflects our approach to making culturally rooted fashion relevant to the contemporary Indian woman.”
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