The Levi’s brand has continued its global ‘Behind Every Original’ campaign in India with its second chapter, ‘Many Ways, One Original’, featuring Global Brand Ambassador Alia Bhatt. Building on the first chapter, the campaign explores the moments, influences and perspectives that shape individual identity, while highlighting the different ways people express themselves.
The campaign is led by a new brand film inspired by the idea of a mixtape where different sounds, memories and influences come together to tell the story behind an original. Following Alia through a subway corridor, a bustling street corner and a neighborhood pub, the film captures different moods, moments and expressions of personal style.
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At the heart of the campaign is the versatility of Levi’s® and the freedom to make every look your own. Through a range of fits, silhouettes and pieces that can be styled together in different ways, the campaign brings to life the approach to dressing showing how one wardrobe can move across different moods, moments and versions of you. Because originality isn’t about having one signature look; it’s about having the freedom to express yourself in many ways.
Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss and Co. said, “Originality has never been about fitting into one version of yourself, and Behind Every Original has always celebrated the mindset that shapes individuality. With Many Ways, One Original, we wanted to celebrate the many influences and expressions that come together to shape who we are. Alia embodies that spirit effortlessly, and through this chapter, we are also bringing to life the versatility of Levi’s® from different fits to complete looks that give people the freedom to style, experiment and express every version of themselves.”
Alia Bhatt, said, “We’re all made up of so many facets, shaped by our varied experiences, the things we love, the people we meet and the places we discover along the way. In a way, it’s a bit like a mixtape, every song adding something different to who we are and who we become. I love that this campaign celebrates all those different sides of us and the many ways they come together to make us who we are. There’s no one way to express yourself. You can play with different fits, pieces and looks to create something that feels personal, lived-in and uniquely yours.”
With Behind Every Original: Chapter Two, Levi’s® celebrates the many ways personal style can take shape. The latest collection is designed to offer versatility across fits, silhouettes and styling making it easy to create looks that feel true to you, whatever the mood or moment.
