Levi’s Unveils Chapter Two of Behind Every Original Campaign Starring Alia Bhatt

The Levi’s brand has rolled out Chapter Two of its global Behind Every Original campaign in India, titled Many Ways, One Original, once again featuring Global Brand Ambassador Alia Bhatt. Expanding on the first chapter, the new initiative celebrates the diverse moments, influences, and perspectives that define individuality, highlighting the multiple ways people choose to express the different facets of their personalities.

For over a century and a half, Levi’s has served as a canvas for self-expression spanning music, fashion, art, and everyday culture. The latest campaign builds upon this rich legacy with the core philosophy that people are not defined by a single version of themselves. Instead, personal style evolves naturally alongside life experiences, surroundings, and memorable milestones.

Mixtape-Inspired Brand Film and Product Versatility:
The campaign is anchored by a new brand film inspired by the concept of a mixtape, where varied sounds, memories, and influences converge to narrate the story behind an original. Following Alia Bhatt through a subway corridor, a bustling street corner, and a neighborhood pub, the visual piece captures shifting moods, moments, and expressions of personal style.

At its core, the initiative emphasizes the versatility of Levi’s and the freedom of customization. By offering a diverse range of fits, silhouettes, and pieces that can be styled interchangeably, the collection demonstrates how a single wardrobe can easily adapt to different moods and occasions. Originality, according to the brand, is less about maintaining a single signature look and more about having the freedom of expression in multiple ways.

Leadership and Ambassador Perspectives:
Hiren Gor, Managing Director for South Asia, Middle East and Africa at Levi Strauss & Co., noted that originality has never been about confining oneself to a single persona. He emphasized that the new chapter aims to celebrate the collective expressions that shape identity while showcasing the effortless versatility of Levi’s complete looks.

Echoing these thoughts, Alia Bhatt described identity as a mixtape built from varied experiences, loved ones, and discovered places. She noted that the campaign champions the freedom to experiment with different pieces and fits to curate a look that feels uniquely personal and lived-in.