Libas launches ‘Saj Dhaj Ke – Season 2’ for wedding season

Libas has announced the launch of ‘Saj Dhaj Ke – Season 2’, the follow-up to its wedding campaign released last year. The initiative highlights India’s wedding season through curated festive collections showcased across stores and digital platforms. The brand aims to build on the previous campaign by combining fashion, cultural expression and immersive consumer experiences.

Flagship stores across India have been redesigned to reflect the celebratory aesthetic of the season, drawing inspiration from marigolds, a symbol commonly associated with auspicious beginnings in Indian weddings. Libas has assembled wardrobes for occasions ranging from haldi and mehendi to cocktail events and wedding ceremonies, positioning the brand as a partner across the multiple stages of a contemporary celebration.

 

 

 

 

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The campaign is anchored in a digital-first strategy that includes social media activity, collaborations with influencers and creator-led content to extend the ‘Saj Dhaj Ke’ narrative online. Through this approach, Libas intends to connect with Gen Z and millennial consumers seeking accessible festive fashion and consistent engagement across channels. The brand’s focus remains on strengthening its presence in the wedding fashion category by integrating its retail and digital touchpoints.

Sidhant Keshwani, founder and chief executive officer of Libas, said the campaign builds on last year’s momentum by enhancing both store environments and digital experiences. He noted that the initiative is designed not only around clothing but around an omnichannel experience that inspires consumers and reinforces Libas as a preferred destination for festive fashion.

With the launch of ‘Saj Dhaj Ke – Season 2’, Libas reiterates its intent to serve as the go-to brand for wedding attire, presenting collections and experiences tailored to India’s diverse wedding traditions and celebrations.