Alia Bhatt Stars in Levi’s New “Many Ways, One Original” Chapter of Its “Behind Every Original” Campaign
Levi’s “Behind Every Original” Returns with Chapter Two, “Many Ways, One Original,” Starring Alia Bhatt
Levi’s continues its global “Behind Every Original” campaign in India with Chapter Two: “Many Ways, One Original,” once again featuring Global Brand Ambassador Alia Bhatt. Building on the first chapter, the latest campaign celebrates the experiences, influences and perspectives that shape individuality—and the different ways people choose to express who they are.
For more than 150 years, Levi’s has been part of how people express themselves, evolving alongside culture while remaining a canvas for individuality. From music and fashion to art and everyday life, the brand has consistently reflected the people and communities that give it meaning.
With “Many Ways, One Original,” Levi’s builds on this legacy with a simple idea: there is no single version of who we are. Our identities are shaped by our experiences, the people we meet, the places we discover and the moments that stay with us. As we evolve, our personal style evolves with us.
The campaign comes to life through a new brand film inspired by the idea of a mixtape, where different sounds, memories and influences come together to create something uniquely personal. Following Alia through a subway corridor, a bustling street corner and a neighbourhood pub, the film captures a series of moods, moments and expressions of personal style.
At the centre of the campaign is the versatility of Levi’s and the freedom to make every look your own. Through a range of fits, silhouettes and wardrobe staples that can be styled and combined in different ways, the campaign demonstrates how a single wardrobe can move seamlessly across moods, occasions and different versions of yourself.
The message is clear: originality does not have to mean having one signature look. Instead, it is about having the freedom to experiment, evolve and express different sides of who you are.
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. 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, with every song adding something different to who we are and who we become. 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.”
Through “Behind Every Original: Chapter Two,” Levi’s continues to explore the evolving relationship between identity and personal style. The latest collection brings together a variety of fits, silhouettes and styling possibilities, giving consumers the freedom to create looks that reflect their individual moods, moments and personalities.
With Alia Bhatt at the centre of the campaign, Levi’s reinforces its belief that being original is not about choosing one version of yourself—it is about embracing all the different sides that make you who you are.
