Levi's "Behind Every Original" Campaign Returns in India
Levi's continues its global "Behind Every Original" initiative with the launch of Chapter Two: Many Ways, One Original, featuring Global Brand Ambassador Alia Bhatt. The campaign celebrates the multitude of influences that shape individual identity, presenting a mixtape‑inspired brand film that follows Alia through a subway corridor, a bustling street corner, and a neighborhood pub, capturing varied moods, moments, and personal style expressions.
Hiren Gor, Managing Director for South Asia, Middle East and Africa at Levi Strauss & Co., stated that the campaign highlights Levi's versatility across fits and complete looks, giving consumers the freedom to style, experiment, and express every version of themselves. Alia Bhatt echoed this sentiment, describing the concept as akin to a mixtape where each song adds a different facet to who we are, and emphasizing that there is no single way to express oneself.
The new Levi's collection, designed to offer versatility across fits, silhouettes, and styling options, enables shoppers to create looks that align with any mood or moment. The collection is now available across Levi's stores nationwide and online at www.levi.in. The campaign film can be viewed on Instagram at www.instagram.com.