Mumbai, November 13, 2026: Originality has no single definition. It takes shape through individual experiences, perspectives and the choices that make each person distinct. For Levi’s, it is a philosophy rooted in individuality and self-expression. Omnicom Media’s Lodestar UM and the agency network’s Content Studio are bringing this to life through a content integration on Figuring Out with Raj Shamani, turning the brand’s ‘Many Ways, One Original’ philosophy into a natural part of conversations with some of today’s most influential personalities.
The series features a stellar line-up of global voices, including OpenAI CEO Sam Altman, bestselling author and motivational speaker Mel Robbins, and professional golfer Bryson DeChambeau, bringing perspectives from technology, culture and sport into the mix.
Recognising the opportunity to connect Levi’s with culturally relevant conversations, Omnicom Media developed a broader multi-touchpoint content integration on Raj Shamani’s popular podcast. The result puts Levi’s philosophy at the heart of the conversation, connecting the brand with diverse voices in a way that feels natural, without compromising the authenticity of the conversations.
The approach reflects a shift in how brands are participating in culture: moving beyond visibility to build relevance through the content audiences actively choose to consume.
Across episodes, Levi’s is seamlessly integrated into the experience, from Raj Shamani wearing the brand and acknowledging it as the show’s styling partner to a dedicated ‘Many Ways, One Original’ segment woven into the conversation. On-screen branding, episode links and collaborative social content extend the integration beyond the podcast, creating more ways for audiences to discover and engage with the brand.
Aditi Mishra, CEO, Lodestar UM, said, “Strong brand partnerships begin with finding the right cultural context for a brand to show up – not simply the right place to be seen. With Levi’s, the opportunity was to take ‘Many Ways, One Original’ beyond a styling association and into conversations where individuality is already central. By building the integration around the people, their perspectives and the stories they bring, we’re creating a more organic connection between the brand and its audience.”
Siddhant Mazumdar, Chief Content Officer, Omnicom Media India, said, “Content works hardest for brands when it earns its place in the story. The opportunity here was to move from a brand being present in a frame to being part of a conversation. By building Levi’s into the fabric of Figuring Out with Raj Shamani, we’ve created an integration that respects the creator’s format while giving the brand’s philosophy a meaningful role in the experience. That is the distinction between placing a brand in content and making content work for a brand.”
Raj Shamani, Founder, Figuring Out Media, said, “Through Figuring Out, I explore how extraordinary people think. One thing that keeps coming up is the conviction to follow your own path. That’s what makes this association with Levi’s meaningful to me. My audience is building their own identity, questioning expectations and deciding who they want to become. Style is one way we express that confidence often before we’ve figured everything else out.”
The collaboration reflects a more considered approach to branded content – one that moves beyond securing attention to earning a place in the stories audiences choose to engage with. For Levi’s, the result is a platform that brings ‘Many Ways, One Original’ to life through the voices and experiences of others – reinforcing the idea that while originality is universal, its expression is always individual
About Omnicom Media:
Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, is the world’s largest global media management network. Powered by the Omni Intelligence Platform, Omnicom Media agencies leverage $75.6 billion in billings, 47,000+ specialists across 70+ markets, and the industry’s most powerful portfolio identity, commerce, and intelligence assets to design dynamic Growth Ecosystems that enable the world’s most ambitious businesses to grow faster and smarter. The Omnicom Media portfolio includes global media agency brands OMD, PHD, Initiative, Hearts United and UM; core Omnicom Integrated Media offerings Acxiom, the world’s premier identity solution, and the Flywheel end-to-end commerce solution; and specialty services across the cloud consulting, creator, financial, healthcare, and sports & entertainment categories. For more information visit omnicommedia.com.
