Footwear brand Liberty Shoes Limited has unveiled its new Autumn-Winter 2026 campaign, ‘Chalo Apni Chaal’, a bold celebration of individuality and the many ways people choose to move through life.
At a time when people are constantly told what to wear, how to behave, which path to follow and what choices to make, ‘Chalo Apni Chaal’ encourages people to step away from someone else’s rulebook and make their own moves.
The campaign is built around a simple thought: life, much like a game, is shaped by the moves we choose to make. The campaign brings this thought alive through familiar games like chess and cards, creating a playful world where every move represents a different way of approaching life.
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The Autumn-Winter 2026 collection brings together Liberty’s focus on contemporary design with its growing emphasis on technology-led comfort and innovation.
Through its Liberty Innovation Labs, the company continues to explore new approaches to footwear development using capabilities such as 3D modelling, pressure mapping and biomechanical analysis to better understand movement, fit and consumer comfort.
This technology-led approach is reflected across Liberty’s growing portfolio of proprietary innovations, including H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke; each designed to meet distinct consumer needs across comfort, flexibility, movement and performance.
The collection brings these capabilities together across multiple categories and occasions, recognising that today’s consumer expects footwear to do more than simply look good.
Anupam Bansal – Executive Director – Liberty Shoes Limited, said: “With ‘Chalo Apni Chaal’, we wanted to tap into a thought that is deeply relevant today, the freedom to define your own journey and make every move your own. Liberty has always enabled people to move forward with confidence, comfort and individuality, and this campaign takes the same belief a step further, through a fresh, playful and visually distinctive approach.
While the campaign celebrates the emotional freedom to express yourself, our continued investments in technology, biomechanics and product development focus on giving consumers the confidence and comfort to move their way. We are constantly working to create footwear that brings together contemporary design, comfort and performance for the evolving needs of the Indian consumer,” Bansal added.
The collection spans refined formals and smart-casual footwear for work and everyday dressing, winter-ready boots, party and celebration styles, as well as versatile athleisure and comfort-led footwear for active lifestyles.
Under the larger campaign theme, ‘Chalo Apni Chaal’ brings together multiple expressions across Liberty’s portfolio:
- Healers – For days that take you from the office to after hour plans, with comfort that keeps up.
- Leap7X – For those who are always on the move, with sporty style and energy to keep going.
- Lucy & Luke – For kids who are always ready for fun, with playful comfort made for every adventure.
Liberty is extending the campaign beyond advertising by bringing its game theme into products and stores, including charms that let consumers personalise their shoes and “Make their move.” The campaign will run across India through films, creative assets, digital media, YouTube, Meta, Google and influencer partnerships.
With ‘Chalo Apni Chaal’, Liberty brings together self-expression and innovation-led movement, encouraging consumers to trust their choices and move forward in their own way.
