Liberty Shoes has launched its Autumn-Winter 2026 campaign, ‘Chalo Apni Chaal’, using familiar games such as chess and cards to explore individuality and personal choice. The campaign is built on the idea that, like a game, life is shaped by the moves people choose to make, with each move expressing how a person approaches their journey.
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The AW26 collection pairs contemporary design with the brand’s focus on comfort and technology. Through Liberty Innovation Labs, the company uses 3D modelling, pressure mapping and biomechanical analysis in product development. The range features technologies such as H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke, and spans formal and smart-casual footwear, winter boots, party styles and athleisure. Healers focuses on work and after-hours plans, Leap7X targets active lifestyles, and Lucy & Luke offers styles for children.
Anupam Bansal, executive director, Liberty Shoes, said the campaign taps into the freedom to define your own journey and make every move your own. He added that while the campaign celebrates emotional freedom, the brand’s continued investment in technology, biomechanics and product development is aimed at giving consumers the confidence and comfort to move their way.
The game theme also extends to the retail experience, with game-inspired charms that let consumers personalise their footwear. The campaign will run across films, advertising and creative assets, digital media, YouTube, Meta, Google and influencer-led activity across key markets.
