Levi’s is back with the second chapter of its ‘Behind Every Original’ campaign in India, bringing Alia Bhatt into the spotlight for ‘Many Ways, One Original’ — a campaign built around the idea that personal style is shaped by the many experiences, influences and identities that make us who we are.
The campaign’s brand film follows Bhatt through a series of everyday settings, from a subway corridor and a street corner to a neighbourhood pub. Drawing inspiration from the idea of a mixtape, the film brings together different sounds, memories and influences to reflect the many sides of an individual.
At the centre of the campaign is a simple thought: originality does not have to look one way. Levi’s brings this to life through its range of fits, silhouettes and pieces, showing how the same wardrobe can be interpreted differently across moods, moments and personal styles.
Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & 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.”
Speaking about the campaign, 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.”
Following the first chapter of ‘Behind Every Original’, ‘Many Ways, One Original’ extends Levi’s focus on individuality while putting personal style, versatility and self-expression at the heart of its latest brand storytelling.
