Levi’s has launched the second chapter of its Behind Every Original campaign in India, ‘Many Ways, One Original’, with Global Brand Ambassador Alia Bhatt returning as the face of the campaign.
The new chapter explores how personal identity is shaped by different experiences, influences and environments, and how those factors can also influence the way people dress and express themselves.
The campaign builds on Levi’s long standing association with individual expression. Over the years, the brand has positioned its denim as a canvas that can be adapted to different styles, cultures and personal preferences.
Many Ways, One Original brings this idea into a new brand film, which uses the structure of a mixtape to move between different sounds, memories and influences. The film follows Bhatt through a series of settings, including a subway corridor, a busy street and a neighbourhood pub, with each location reflecting a different mood and approach to personal style.
Rather than presenting one defined way to wear Levi’s, the campaign focuses on versatility. Different fits, silhouettes and wardrobe pieces are styled in multiple combinations, showing how the same wardrobe can work across different occasions and moods.
The campaign also moves away from the idea that originality requires a fixed signature style. Instead, it presents personal style as something that can change with experiences, surroundings and different sides of an individual’s personality.
With Many Ways, One Original, Levi’s continues the broader Behind Every Original narrative while shifting the focus from a single expression of identity to the different ways people choose to express themselves.
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Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co, said, “Originality has never been about fitting into one version of yourself, and Behind Every Original has always celebrated the mindset that shapes individuality. With Many Ways, One Original, we wanted to celebrate the many influences and expressions that come together to shape who we are.”
He further added, “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.”
Speaking about the campaign, Alia Bhatt said, “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.”
She further added, “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.”
