~ A mixtape of influences, a subway-to-pub film, and Alia Bhatt back for chapter two of Behind Every Original ~
Mumbai, September 2026: Levis has returned Alia Bhatt to the centre of its individuality story in India with “Many Ways, One Original,” the second chapter of the brand’s Behind Every Original platform. The push is led by a brand film that follows Bhatt through a subway corridor, a street corner and a neighbourhood pub, framing personal style as a collage of influences rather than a single look.
Inspired by a mixtape, the film mixes sounds, memories and moods to argue that there is no one version of an individual—and that Levi’s fits, silhouettes and pieces can move across occasions without forcing a single self. The commercial brief is clear: keep originality as mindset, then show product versatility as the everyday proof.
Originality, not one silhouette
Hiren Gor, managing director, South Asia, Middle East and Africa, Levi Strauss & Co, said originality was never about fitting into one version of yourself. “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.”
Bhatt cast the idea in mixtape language. “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, 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… 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.”
Chapter two of a platform
The film sits under Levi’s ongoing Behind Every Original franchise and keeps the brand’s India bet on individuality and personal expression. In a denim market crowded with fit claims and celebrity faces, Levis is treating Alia less as a one-look muse and more as proof that the same wardrobe can hold many selves—an argument that lands as both culture and assortment story.
