Libas has rolled out the 10th edition of its flagship Purple Days Sale (PDS), accompanied by a new campaign titled #MoveOnWithLibas, positioning the annual discount window as more than just a shopping event. Timed immediately after Valentine’s Day, the campaign shifts the spotlight from traditional romance to themes of independence, confidence and self-expression, encouraging consumers to “choose themselves” through fashion.
The sale offers up to 70% off across categories, along with special brand offers, and has been amplified through outdoor billboards, audio platforms and influencer-led integrations. To broaden its cultural relevance beyond fashion, Libas has also partnered with brands including Fast&Up, Love Earth, Burgrill, Bare Anatomy and Blue Tea, extending Purple Days into adjacent categories such as beauty, food and wellness.
A surge in online traffic led to a temporary crash of the Libas website, while heavy footfall was recorded at physical stores. At the brand’s Lajpat Nagar outlet in Delhi, customers reportedly queued for nearly three hours to access the sale. The strong turnout underlines the growing scale of Purple Days as a retail moment for the brand.
Nisha Khatri, Head of Marketing at Libas, said, “Purple Days Sale has grown into one of our biggest marketing moments, and the 10th edition has opened with record momentum. With #MoveOnWithLibas, we’ve taken a more radical and modern approach to this year’s Valentine’s Day, shifting the narrative from traditional notions of love to choosing yourself and moving forward with confidence. The campaign keeps the excitement of value shopping intact while making the message more relevant to today’s consumers. The Day-1 traffic surge, temporary site outage, and store queues reflect the scale at which customers are engaging with the sale this year.”
