Indian sports and athleisure footwear major Campus Activewear has launched a new integrated campaign featuring Bollywood actor Vicky Kaushal, extending its ‘Move Your Way’ brand philosophy.
Set against the backdrop of corporate India, the campaign uses humour to look at how a new generation is handling workplace expectations while making room for personal interests and priorities. Anchored by the line “One bold move can move the world your way,” it will run across television, OTT and digital platforms, backed by creator-led content.
The campaign draws on familiar situations such as Sunday work calls and unwritten office rules, capturing the everyday pull between professional commitments and personal priorities. It does this through a playful exchange between an employee and his boss.
The film
The campaign film unfolds in a corporate boardroom, where Kaushal plays Rohit, an employee with his own interpretation of a Sunday meeting. From pottery and fitness to an impromptu party, his actions leave his boss increasingly exasperated.
When the boss accuses his generation of having no boundaries, Rohit turns the charge around: if he is expected to come to the office on a Sunday, he might as well bring his Sunday activities along. The exchange delivers the film’s punchline, as Rohit walks away with his friends, all wearing Campus footwear.
What the brand and the actor said
Commenting on the campaign, Gaurav Sharma, Chief Marketing Officer, Campus Activewear, said, “‘Move Your Way’ has always been about self-expression. With this film, we’re taking it somewhere braver: the right to draw your own lines. Young India is redefining ambition on its own terms, and Campus wants to stand right beside them. Our new identity reflects that same energy- bolder and more confident, as we move into the next chapter of the brand.”
Vicky Kaushal said, “I like how Campus has taken a familiar part of everyday life and given it a fun, unexpected twist. Rohit is unapologetically himself, and playing him was enjoyable because he brings humour to situations many people will recognise from their own workplaces. The film captures the spirit of ‘Move Your Way’ in a light-hearted manner, without taking itself too seriously.”
New visual identity
The campaign also marks the debut of Campus’ new visual identity, rooted in the ‘Move Your Way’ philosophy. The company says the identity symbolises movement, individuality, freedom and self-direction, with dynamic lines and outward-facing arrows reflecting the belief that there is no single path to growth or self-expression.
To extend the campaign, Campus is inviting creators to share their own perspectives on work, ambition, weekends, personal interests and boundaries. Through content inspired by everyday experiences, the initiative will encourage audiences to share their interpretations of the campaign thought and what it means to ‘Move Your Way,’ using #MoveYourWay.
