Levi’s Unveils ‘Behind Every Original’ Campaign In India With Alia Bhatt
The Levi’s brand has launched its 2026 global campaign, ‘Behind Every Original,’ in India, featuring global brand ambassador Alia Bhatt as the face of the initiative.
Building on a legacy spanning over 150 years, Levi’s continues to position itself at the intersection of culture, fashion, music and art. The new campaign celebrates the spirit of originality, highlighting curiosity, conviction and the courage to challenge norms. It underscores the mindset that drives individuality and progress, aligning with a new generation that values authenticity over perfection.
Alia Bhatt, known for her evolving personal and professional journey, embodies the campaign’s narrative of reinvention and self-expression. “I’ve always been a curious mind, wanting to know the why behind the what,” she said, adding that being original means embracing imperfection and forging one’s own path without seeking validation.
The campaign also spotlights Levi’s expanding focus on women’s denim in India. This season introduces silhouettes such as the Cinch Waist Jean, featuring an adjustable back detail for a customizable fit and the Loose Boot, a relaxed reinterpretation of the classic bootcut designed for comfort and versatility.
Commenting on the campaign, Hiren Gor, Managing Director for South Asia, Middle East and Africa at Levi Strauss & Co., said the initiative reinforces the brand’s commitment to staying culturally relevant while strengthening its leadership in the women’s denim segment. He noted that Alia Bhatt represents a new wave of confident, self-defined individuals shaping contemporary culture.
With ‘Behind Every Original,’ Levi’s reiterates its core philosophy: denim is more than apparel; it is an expression of identity and a reflection of personal stories.
