Vicky Kaushal and Campus Activewear Challenge Modern Corporate Culture in Bold New ‘Move Your Way’ Campaign

Campus Activewear has launched its latest campaign featuring Bollywood actor Vicky Kaushal as part of its overarching ‘Move Your Way’ brand platform. Designed to resonate with young professionals across India, the campaign addresses corporate expectations, personal priorities, and the importance of drawing firm boundaries between work and life.

The narrative centers on familiar workplace friction points, particularly unwritten office rules and weekend work demands. By infusing humor into an otherwise tense everyday scenario, the brand uses lighthearted storytelling to explore how a new generation of workers is rethinking traditional corporate norms and reclaiming their personal time.

Bringing the Weekend into the Office

In the campaign film, Kaushal plays Rohit, an employee called into a mandatory Sunday meeting. Rather than quietly conceding to the weekend intrusion, Rohit decides to attend the workplace on his own terms.

He seamlessly integrates his personal weekend routine into the corporate setting—bringing along pottery making, fitness activities, and an impromptu gathering with friends, much to the frustration of his manager. When accused by his boss of lacking professional boundaries, Rohit points out that if he is expected to spend his Sunday at work, it only makes sense to bring his Sunday lifestyle with him. The film wraps up with Rohit leaving the premises alongside his friends, wearing Campus footwear.

"Rohit is unapologetically himself, and playing him was enjoyable because he brings humor to situations many people will recognize from their own workplaces," said actor Vicky Kaushal. "The film captures the spirit of ‘Move Your Way’ in a light-hearted manner, without taking itself too seriously."

Campaign Link: https://www.instagram.com/reels/DeyIMXTS7M8/

Redefining Ambition and Unveiling a Refreshed Identity

Beyond challenging traditional workplace dynamics, the campaign serves as the launchpad for Campus Activewear’s updated visual identity. Centered around the core idea of self-direction, the refreshed design incorporates dynamic lines and outward-facing arrows to represent individual freedom, forward movement, and confidence.

Gaurav Sharma, Chief Marketing Officer at Campus Activewear, highlighted the strategic shift behind the launch: "‘Move Your Way’ has always been about self-expression. With this film, we’re taking it somewhere braver: the right to draw your own lines. Young India is redefining ambition on its own terms, and Campus wants to stand right beside them. Our new identity reflects that same energy—bolder and more confident, as we move into the next chapter of the brand."

Digital Extensions and Social Conversations

The campaign is slated for a wide rollout across television, OTT networks, and digital platforms. To extend the narrative beyond broadcast media, Campus Activewear is partnering with content creators to foster open dialogue around work culture, weekend expectations, personal passions, and professional boundaries using the hashtag #MoveYourWay.