ITV News
Levi’s brings Alia Bhatt back for Many Ways, One Original campaign
Chapter Two of Behind Every Original celebrates individuality through versatile fits and styling
MUMBAI: Originality is getting a remix. Levi’s has brought back Global Brand Ambassador Alia Bhatt for Chapter Two of its Behind Every Original campaign, titled Many Ways, One Original, turning the spotlight on the different influences, moods and moments that shape personal style.
Following the first chapter, the latest campaign takes the idea that there is no single version of who we are and gives it a fashion-led spin. After all, people evolve, playlists change and wardrobes tend to keep up.
The campaign’s new brand film takes inspiration from a mixtape, weaving together different sounds, memories and influences to explore what makes an individual original. Bhatt moves through a subway corridor, a bustling street corner and a neighbourhood pub, with each setting bringing out a different mood and expression of style.
At the centre of the campaign is the versatility of Levi’s, with different fits, silhouettes and pieces designed to be mixed and styled across occasions. The message is less about finding one signature look and more about having the freedom to create different looks that feel personal.
“Originality has never been about fitting into one version of yourself,” said Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co. He said the campaign aims to showcase the different influences and expressions that shape individuality, while highlighting the versatility of Levi’s across fits and complete looks.
Bhatt described the campaign through the metaphor of a mixtape, with experiences, people and places each adding something to who a person becomes. She said the campaign reflects the idea that there is no single way to express oneself and that different fits, pieces and looks can be combined to create something individual.
The campaign builds on Levi’s more than 150-year legacy of being associated with self-expression across music, fashion, art and everyday culture. Its latest collections are available across stores in India and online, with the campaign extending the brand’s focus on personal style and versatility.
