LEVI’S EXTENDS BEHIND EVERY ORIGINAL IN INDIA WITH ALIA BHATT

Levi’s has launched Many Ways, One Original, the second chapter of its Behind Every Original campaign in India, featuring Alia Bhatt. Inspired by a mixtape, the brand film captures diverse moods and influences, highlighting individuality and style while reinforcing Levi’s message that originality unites different forms of self-expression.

Levi’s has unveiled the second chapter of its global Behind Every Original campaign in India, titled Many Ways, One Original, with Global Brand Ambassador Alia Bhatt at the forefront. The initiative continues the brand’s exploration of individuality, focusing on the influences, moments and perspectives that shape personal identity and style.  

The campaign is anchored by a new brand film inspired by the concept of a mixtape, where diverse sounds, memories and influences merge to tell the story behind an original. Following Alia Bhatt through a subway corridor, a bustling street corner and a neighbourhood pub, the film captures shifting moods and expressions, reflecting the multifaceted nature of self-expression.  

By positioning Alia Bhatt as the embodiment of originality, Levi’s underscores its commitment to celebrating authenticity in contemporary culture. The campaign builds on the success of its first chapter, extending the narrative into India’s vibrant cultural landscape and reinforcing the brand’s message that while there are many ways to express oneself, originality remains the common thread.