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Alia Bhatt Embodies Levi's Original Spirit
13 Mar
Summary
- Levi's India launches its 2026 global campaign, 'Behind Every Original'.
- Global Brand Ambassador Alia Bhatt stars in the new campaign.
- New denim fits like Cinch Waist Jean and Loose Boot are introduced.
The Levi's® brand is launching its 2026 global campaign, 'Behind Every Original,' in India, with Global Brand Ambassador Alia Bhatt as its star. This campaign celebrates the mindset of originality, emphasizing curiosity, conviction, and the courage to challenge norms. Bhatt's personal journey and authentic style are highlighted as embodying the brand's core narrative of reinvention and individuality, resonating with a generation that values authenticity.
The campaign also introduces new denim styles, including the Cinch Waist Jean, featuring an adjustable detail for a customizable fit, and the Loose Boot, a modern take on the classic bootcut. These relaxed, expressive silhouettes are designed to reflect contemporary dressing and self-expression, reinforcing Levi's leadership in women's denim.
Hiren Gor, Managing Director for Levi Strauss & Co. in South Asia, Middle East and Africa, stated that Bhatt represents a new generation of confident and authentic individuals shaping culture. The 'Behind Every Original' campaign aims to strengthen Levi's position as a definitive denim lifestyle brand for a new era, with women's fits available nationwide and online.
