Campus Activewear has unveiled its latest integrated campaign featuring actor Vicky Kaushal, taking forward its brand philosophy, ‘Move Your Way’. Set against the backdrop of corporate India, the campaign uses humour to explore how a new generation is challenging workplace expectations while making space for personal interests and priorities. Built around the thought, “One bold move can move the world your way,” the campaign will run across television, OTT and digital platforms, supported by creator-led content.
The campaign film features Kaushal as Rohit, an employee who brings an unconventional approach to a Sunday office meeting. Set in a corporate boardroom, the story unfolds through a playful exchange between Rohit and his increasingly exasperated boss. From pottery and fitness to an impromptu party, Rohit incorporates his weekend activities into the meeting, challenging the unwritten rules of office culture. When his boss questions his generation’s lack of boundaries, Rohit responds that if he is expected to work on a Sunday, he might as well bring his Sunday activities along. The film ends with Rohit walking away with his friends, wearing Campus footwear.
Commenting on the campaign, Gaurav Sharma, Chief Marketing Officer, Campus Activewear, said the brand was taking its ‘Move Your Way’ philosophy a step further by encouraging people to define their own boundaries. He added that young India was redefining ambition on its own terms and that the brand’s new identity reflected a bolder, more confident direction. Kaushal said he enjoyed the film’s light-hearted take on familiar workplace situations, adding that his character’s unapologetic attitude brought humour to experiences many people would recognise.
The campaign also marks the debut of Campus Activewear’s new visual identity, designed around movement, individuality, freedom and self-direction. Its dynamic lines and outward-facing arrows reflect the brand’s belief that there is no single path to growth or self-expression. Through the refreshed identity, Campus aims to strengthen its connection with a generation that wants to shape its own journey and approach life on its own terms.
Extending the campaign beyond the film, Campus is inviting creators to share their perspectives on work, ambition, weekends, personal interests and workplace boundaries. The creator-led initiative will encourage audiences to interpret what ‘Move Your Way’ means to them and join the wider conversation using #MoveYourWay. Through humour, relatable storytelling and audience participation, the brand aims to bring its philosophy of individuality and self-expression into everyday cultural conversations.