Liberty Shoes Limited has launched a new campaign for its Autumn-Winter 2026 collection titled “Chalo Apni Chaal,” built around themes of individuality and self-expression.
The campaign draws on the metaphor of games like chess and cards to frame life as a series of personal choices, encouraging consumers to move away from convention and “make their own moves.”
Alongside the messaging push, the company is highlighting technology developed through its Liberty Innovation Labs, where the brand uses 3D modelling, pressure mapping and biomechanical analysis to inform footwear design. This work feeds into several proprietary technologies across Liberty’s product lines, including H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke, each targeting different needs around comfort, flexibility and performance.
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.
The Autumn-Winter 2026 collection covers a range of categories, including formal and smart-casual footwear, winter boots, occasion-wear, and athleisure styles for active use.
The campaign is structured across three of the brand’s product lines, each targeting a different audience segment:
- Healers, aimed at consumers who move between work and evening plans
- Leap7X, aimed at consumers with an active, on-the-go lifestyle
- Lucy & Luke, the brand’s children’s line, focused on play and everyday adventure
Liberty is also extending the campaign into its retail and product experience through game-inspired charms that let customers personalise their footwear, tying into the campaign’s “Make your move” tagline.
The marketing push will run across television, print, digital and social platforms, including YouTube, Meta and Google, along with influencer partnerships, as part of a pan-India rollout.
