‘Many Ways, One Original’ explores the experiences, influences and personal styles that shape individuality.

Levi’s has brought back its ‘Behind Every Original’ campaign in India with a second chapter, ‘Many Ways, One Original’, featuring Global Brand Ambassador Alia Bhatt.

Video Link: https://www.instagram.com/reel/DcuzrA7tBVV/

The new campaign builds on the brand’s long-standing association with self-expression, exploring how people are shaped by different experiences, influences, places and moments – and how these constantly find their way into personal style.

The campaign’s latest brand film takes inspiration from a mixtape, bringing together different sounds, memories and influences. Following Alia through a subway corridor, a busy street and a neighbourhood pub, the film moves through contrasting moods and styling choices to reflect the many facets of an individual.

At the centre of the campaign is Levi’s versatility, with different fits, silhouettes and wardrobe pieces offering consumers the freedom to experiment and create looks that reflect different sides of their personality.

Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co., said the campaign celebrates individuality as something that evolves rather than fitting into a single definition.

Alia Bhatt described the idea as being similar to a mixtape, where every experience adds another layer to who we become. She highlighted the freedom to mix different fits, pieces and looks to create a style that feels personal.

Through the second chapter, Levi’s continues to position originality not as a fixed look, but as the freedom to express different versions of yourself.

The latest Levi’s collections are available across stores in India and online.