MAM
Liberty Shoes launches AW26 campaign ‘Chalo Apni Chaal’
Game inspired campaign combines individuality with footwear comfort and technology
MUMBAI: It is time to make a move, and Liberty Shoes is asking consumers to make one that is unmistakably their own with its Autumn-Winter 2026 campaign, ‘Chalo Apni Chaal’. Built around familiar games such as chess and cards, the campaign uses the idea of a move as a metaphor for the choices people make in life. Instead of following a predetermined playbook, the brand’s latest communication encourages consumers to define their own path and express their individuality through the moves they choose.
The campaign also gives the AW26 collection a technology-led footing. Through Liberty Innovation Labs, the company uses 3D modelling, pressure mapping and biomechanical analysis as part of its footwear development process, bringing together design, comfort, flexibility and performance.
The collection features technologies including H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke. The range spans formal and smart-casual footwear, winter boots, party and celebration styles, as well as athleisure and comfort-focused products.
The different brands within the collection are positioned around distinct everyday needs. Healers caters to footwear for work and after-hours plans, Leap7X targets active lifestyles, while Lucy & Luke focuses on children’s styles.
The game theme also steps off the campaign screen and onto the product experience. Liberty is introducing game-inspired charms that allow consumers to personalise their footwear, adding another layer to the ‘Chalo Apni Chaal’ idea.
Anupam Bansal, Executive Director, Liberty Shoes, said the campaign was designed around the freedom to define one’s own journey, while the company’s investment in technology and biomechanics continues to focus on comfort and performance.
The campaign will roll out through campaign films, advertising and creative assets across digital media, YouTube, Meta and Google, alongside influencer-led activity in key markets.
With chess pieces, cards and a wardrobe of footwear in play, Liberty’s AW26 campaign turns the familiar language of games into a simple proposition for consumers: the next move is yours.
