Liberty Shoes Turns Its Autumn-Winter Range Into A Game Of Chess With Chalo Apni Chaal
Liberty Shoes has launched Chalo Apni Chaal, its Autumn-Winter 2026 campaign, built on the idea that life is a game shaped by the moves you choose to make. The campaign film went up on the brand's YouTube channel on 21 September 2026.
- Brand: Liberty Shoes Limited
- Campaign: Chalo Apni Chaal, for the Autumn-Winter 2026 collection
- Film: 49 seconds, released 21 September 2026
- Sub-brands featured: Healers, Leap7X and Lucy & Luke
- In store: charms that let buyers personalise their shoes and make their move
- Media: campaign films, digital, YouTube, Meta, Google and influencers, pan-India
What Happens In The Liberty Shoes Film
The film is set on a lilac stage with a giant green and white chessboard. A man in an olive shirt walks between pieces taller than he is, and the film then moves through the range in split-screen panels: formal shoes, winter boots, ballerinas, party sandals, sneakers from Leap7X on a trampoline and children's shoes from Lucy & Luke on a scooter. It closes on the line and the question the campaign is built on, whether you are ready to play by your own rules.
It is a product film more than a story, which is a fair call for a collection launch. The chessboard gives a very wide range, from office brogues to light-up kids' shoes, a single look to live in.
Why Chess Suits A Footwear Brand
The metaphor is literal in the right way. A chess move is a step, and Chalo Apni Chaal, roughly walk your own way, works as both an attitude and a description of what the product is for. Anupam Bansal, executive director of Liberty Shoes, said the brand wanted to tap into the freedom to define your own journey and make every move your own, taking that belief further through a fresh, playful and visually distinctive approach.
The idea also reaches the shop floor. Charms that buyers clip onto their shoes are a small, cheap way to make the line physical, and give a 1954 brand a reason to talk to younger buyers about personalisation rather than only comfort.
The Technology Story Running Alongside
Liberty is using the same season to talk about product development. It points to its Liberty Innovation Labs, which use 3D modelling, pressure mapping and biomechanical analysis, and to named technologies across the portfolio: H-Tech by Healers, EasyGO and NitPro by Leap7X, and Twist & Go by Lucy & Luke. The campaign carries the attitude; the labs carry the proof.
The film is on Liberty Shoes' YouTube channel. More campaigns.