Levi's "Behind Every Original" Campaign – Chapter Two
Levi Strauss & Co. has launched the second installment of its global "Behind Every Original" campaign in India, titled Chapter Two: Many Ways, One Original. The campaign is anchored by Global Brand Ambassador Alia Bhatt and is set against the backdrop of Mumbai, Maharashtra.
The narrative builds on the first chapter, celebrating the myriad moments, influences, and perspectives that shape individual identity. Inspired by the concept of a mixtape, the brand film follows Alia through a subway corridor, a bustling street corner, and a neighborhood pub, weaving together different sounds, memories, and influences to illustrate how personal style evolves.
Levi’s emphasizes the versatility of its fits, silhouettes, and pieces, encouraging consumers to mix and match to create looks that reflect their mood and personality. The campaign message underscores that originality is not about a single signature look but the freedom to express oneself in many ways.
> "Originality has never been about fitting into one version of yourself, and Behind Every Original has always celebrated the mindset that shapes individuality," said Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co. "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."
Alia Bhatt added, “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.”
The new Levi’s collection, reflecting the campaign’s theme of versatility, is now available across all Levi’s stores nationwide and online at www.levi.in. The brand film can be viewed on Instagram at www.instagram.com.
About Levi’s Brand
Levi’s epitomizes classic American style and effortless cool. Since its invention by Levi Strauss & Co. in 1873, Levi’s jeans have become globally recognizable. The brand operates in more than 110 countries, offering a portfolio that includes denim and accessories.
About Levi Strauss & Co.
Levi Strauss & Co. (LS&Co.) is one of the world’s largest apparel companies and a global leader in jeanswear. It designs and markets jeans, casual wear, and accessories for men, women, and children under the Levi’s, Levi Strauss Signature, and Beyond Yoga brands. Its products are sold in approximately 120 countries through chain retailers, department stores, online sites, and about 3,300 retail stores and shop‑in‑shops worldwide. LS&Co. reported 2025 net revenues of USD 6.3 billion.