Liberty Shoes Invites Consumers to Step Into Winter with ‘Chalo Apni Chaal’

Liberty Shoes has launched its Autumn-Winter 2026 (AW26) campaign, ‘Chalo Apni Chaal’, using familiar games such as chess and cards to explore individuality, personal choices and the different ways people approach life.

A Campaign Built Around Individual Choices

The campaign is based on the idea that, much like a game, life is shaped by the moves people choose to make. Through its game-inspired creative approach, Liberty Shoes positions different moves as expressions of individual perspectives, choices and lifestyles.

The campaign encourages consumers to embrace their own way of moving through life while connecting the idea of personal expression with the footwear they choose.

AW26 Collection Combines Design and Technology

The AW26 collection brings together contemporary footwear with Liberty Shoes’ focus on comfort and technology.

Through Liberty Innovation Labs, the company uses technologies including 3D modelling, pressure mapping and biomechanical analysis as part of its footwear development process.

The collection features technologies such as H-Tech by Healers, EasyGO and NitPro by Leap 7X, and Twist & Go by Lucy and Luke, covering categories focused on comfort, flexibility, movement and performance.

Footwear Across Multiple Occasions

The collection spans formal and smart-casual footwear, winter boots, party and celebration styles, as well as athleisure and comfort-focused footwear.

Within the campaign portfolio, Healers focuses on footwear designed for work and after-hours plans, while Leap7X caters to active lifestyles. Lucy & Luke features footwear styles for children.

Game-Inspired Elements Extend to the Product Experience

The gaming theme also extends beyond the campaign’s communication into the product and retail experience.

Liberty Shoes has incorporated elements such as game-inspired charms, allowing consumers to personalise their footwear and further connect the campaign’s focus on individual choices with the products.

Liberty Shoes Highlights Comfort and Individuality

Anupam Bansal, Executive Director, Liberty Shoes, said the campaign was designed around the freedom to define one’s own journey and make every move personal.

He added that Liberty has focused on enabling consumers to move with confidence, comfort and individuality, while continuing to invest in technology, biomechanics and product development. According to Bansal, the company’s product development approach aims to combine contemporary design, comfort and performance for the evolving needs of Indian consumers.

Campaign Rolls Out Across Digital and Social Platforms

The ‘Chalo Apni Chaal’ campaign will run across campaign films, advertising and creative assets, supported by digital media, YouTube, Meta, Google and influencer-led activity across key markets.

With its game-inspired theme and technology-led product development, Liberty Shoes’ AW26 campaign connects its seasonal collection with a broader focus on personal expression, comfort and movement.