Levi's has brought its 2026 global campaign ‘Behind Every Original’ to India, featuring its global brand ambassador Alia Bhatt.
The campaign centres on the idea of originality, highlighting traits such as curiosity, conviction and the courage to see the world differently. Levi’s said the initiative builds on the brand’s long association with individuals shaping culture across music, sport, fashion and art.
Bhatt fronts the India leg of the campaign, with the brand positioning her as a voice of individuality and self-expression.
“I’ve always been a curious mind, wanting to know the why behind the what,” she said, adding, “For me, it was never about checking every box or doing what was expected. I’d rather be myself than anyone I’m told to be. You don’t wait for permission to shake things up, you make your own rules. Being original is messy, imperfect and completely your own.”
Alongside the campaign, Levi’s is highlighting new denim styles including the Cinch Waist Jean, designed with an adjustable back detail that allows a customisable, waist-defining shape through a wide-leg silhouette. The brand has also introduced the Loose Boot, a relaxed take on the classic bootcut with a looser fit through the hip and thigh and a subtle flare.
Commenting on the campaign, Hiren Gor, Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co, said: “For over 150 years, Levi’s has been worn by those who move culture forward, and Behind Every Original reinforces our commitment to staying at the centre of that momentum. Alia Bhatt represents a new generation of originals—confident, self-defined and unapologetically authentic—making her a powerful voice for women shaping culture today. As we accelerate our focus on women’s denim in India, we’re building on our leadership in the category with relaxed, expressive silhouettes that reflect how women want to live and dress now. This campaign is about more than style—it’s about championing individuality while strengthening Levi’s position as the definitive denim lifestyle brand for a new era.”
With the campaign, Levi’s aims to reinforce its positioning around individuality while expanding its focus on women’s denim in India.
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