Denim brand ‘Killer’, part of Kewal Kiran Clothing Limited, has launched its new campaign “I Wear India, I Wear Killer” to mark its association with the Asia Cup 2025 as an official partner.
The campaign, fronted by actor and ‘Killer’ brand ambassador Meezaan Jafri, aims to highlight Indian-made denim and promote the brand’s message around local manufacturing, youth culture, and fashion originating in India.
Commenting on the campaign, Mr. Hemant Jain, Joint Managing Director, Kewal Kiran Clothing Limited, said, “Killer has always believed India doesn’t need to copy anyone. Our denim is born from local diversity, designed for our youth, and sets trends globally. ‘I Wear India, I Wear Killer’ tells the world that Indian fashion is ready to lead.”
The campaign includes a nationwide outdoor rollout, along with digital and retail activities. These will be supported by collaborations with influencers, student design initiatives, and digital content.
As part of the campaign, Killer will open its factory and design studio to students from NIFT and other fashion institutes for workshops focused on denim. For international customers, the company is introducing a global incentive programme offering purchase subsidies for foreign passport holders.
Killer is also rolling out its branding in-stadium during Asia Cup 2025 matches as part of its official partner status. The move continues the brand’s association with youth-oriented marketing and sporting events.
Killer currently operates over 450 exclusive brand outlets across India and plans to expand to more than 600 by FY2028. The brand is also present in K-Lounge stores (180+), large format stores (800+ counters), and multi-brand outlets (1500+).
Killer, established in 1989, has expanded internationally, with a presence in the Middle East, Eastern Europe, and Africa.
