Liberty Shoes Launches ‘Chalo Apni Chaal’ AW 2026 Campaign
Liberty Shoes Limited has unveiled its Autumn-Winter 2026 campaign, ‘Chalo Apni Chaal’. The campaign celebrates individuality, self-expression and the freedom to make personal choices.
The campaign is built around a simple idea. Life is shaped by the moves people choose to make.
Today, consumers are often told what to wear, how to behave and which path to follow. However, ‘Chalo Apni Chaal’ encourages people to step away from these expectations and define their own journey.
The campaign uses familiar games such as chess and cards to bring the idea to life. Each move represents a different way of approaching life.
Technology Meets Contemporary Footwear
The Autumn-Winter 2026 collection combines contemporary design with technology-led comfort and innovation.
Through its Liberty Innovation Labs, the company continues to explore new approaches to footwear development. These include 3D modelling, pressure mapping and biomechanical analysis.
These capabilities help Liberty understand movement, fit and consumer comfort. As a result, the company is developing footwear designed around changing consumer needs.
The approach is also reflected across Liberty’s proprietary innovations. These include H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke.
Each innovation addresses specific requirements across comfort, flexibility, movement and performance.
The latest collection brings these capabilities across different categories and occasions. Therefore, the focus extends beyond appearance to functionality and everyday comfort.
Footwear for Different Lifestyles
The AW 2026 collection covers a broad range of footwear.
It includes refined formal styles and smart-casual footwear for work and everyday dressing. The range also features winter-ready boots and party styles for celebrations.
In addition, Liberty offers athleisure and comfort-led footwear for active lifestyles.
Under the wider ‘Chalo Apni Chaal’ campaign, different Liberty brands express the theme in their own way.
- Healers: Designed for days that move from office hours to after-work plans, with comfort that keeps pace.
- Leap7X: Created for consumers who are always on the move, combining sporty style with energy.
- Lucy & Luke: Designed for children, with playful comfort for everyday adventures.
Campaign Extends Into Retail Experience
Liberty is also taking the campaign beyond traditional advertising.
The game-inspired concept will appear across the product and retail experience. Playful elements, including game-inspired charms, allow consumers to personalise their footwear and “Make their move.”
Meanwhile, the campaign will reach consumers through an integrated pan-India marketing strategy.
The campaign will include films, advertising and creative assets, digital media, YouTube, Meta, Google and influencer-led engagement across key markets.
Liberty Focuses on Self-expression and Innovation
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.”
With ‘Chalo Apni Chaal’, Liberty brings together self-expression and innovation-led movement.
The campaign invites consumers to embrace their individuality and make choices on their own terms.
The message is clear: It’s your game. It’s your move.
