Liberty Shoes Limited has launched its Autumn-Winter 2026 campaign, ‘Chalo Apni Chaal’, built around the idea of making choices on one’s own terms.
The campaign draws parallels between life and games such as chess and cards, with every move representing a different approach to navigating life. It encourages consumers to step away from prescribed ideas around how they should dress, behave or make choices, and instead define their own path.
Alongside the campaign, Liberty is highlighting its focus on technology-led comfort and footwear innovation through its Liberty Innovation Labs. The company uses capabilities including 3D modelling, pressure mapping and biomechanical analysis to study movement, fit and consumer comfort.
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This approach features across Liberty’s portfolio of proprietary innovations, including H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke. The technologies have been developed for different consumer needs across comfort, flexibility, movement and performance.
Commenting on the campaign, Anupam Bansal, Executive Director, Liberty Shoes Limited, said, “With ‘Chalo Apni Chaal’, we wanted to tap into a thought that is deeply relevant today: the freedom to define your own journey and make every move your own. Liberty has always enabled people to move forward with confidence, comfort and individuality, and this campaign takes the same belief a step further, through a fresh, playful and visually distinctive approach.
“While the campaign celebrates the emotional freedom to express yourself, our continued investments in technology, biomechanics and product development focus on giving consumers the confidence and comfort to move their way. We are constantly working to create footwear that brings together contemporary design, comfort and performance for the evolving needs of the Indian consumer.”
The Autumn-Winter collection spans formal and smart-casual footwear for work and everyday dressing, winter boots, party and celebration styles, as well as athleisure and comfort-led footwear.
The larger ‘Chalo Apni Chaal’ campaign covers multiple brands within Liberty’s portfolio. Healers caters to work-to-evening dressing, Leap7X focuses on sporty and active styles, while Lucy & Luke offers footwear for children.
Liberty is also extending the game-inspired theme into its product and retail experience, including game-inspired charms that allow consumers to personalise their footwear and “Make their move.”
The campaign will run across India through campaign films, advertising and creative assets, digital media, YouTube, Meta, Google and influencer-led activations across key markets.
With ‘Chalo Apni Chaal’, Liberty is combining its self-expression-led brand messaging with its focus on footwear innovation and comfort for the Autumn-Winter 2026 season.
