Levi’s has introduced its 2026 global campaign, “Behind Every Original,” in India, featuring brand ambassador Alia Bhatt. The campaign celebrates authenticity, individuality, and the mindset that drives people to express themselves without following conventions.

At the centre of the campaign is a film featuring Alia Bhatt, whose journey reflects themes of reinvention, self-belief, and personal expression. Through the narrative, the campaign highlights how originality often comes from curiosity, conviction, and the courage to challenge expectations.

Speaking about the campaign, Alia Bhatt shared that she has always been driven by curiosity and the desire to understand the “why” behind things. For her, originality lies in embracing imperfections and creating one’s own path rather than conforming to what others expect.

Alongside the campaign message, Levi’s is also introducing new additions to its women’s denim collection. One of the key launches is the Cinch Waist Jean, designed with an adjustable back detail that allows wearers to customise the fit while maintaining a wide-leg silhouette. Another new style is the Loose Boot, a relaxed take on the classic bootcut denim, offering a looser fit through the hips and thighs with a subtle flare.

According to Hiren Gor, Managing Director for South Asia, Middle East and Africa at Levi Strauss & Co., the campaign reflects the brand’s long-standing association with individuals who influence culture and drive change.

With “Behind Every Original,” Levi’s aims to strengthen its presence in India’s women’s denim segment, highlighting relaxed and expressive silhouettes that align with how modern consumers want to live and dress, while reinforcing the brand’s identity as a global denim lifestyle leader.