Kewal Kiran Clothing Limited (KKCL), known for brands like Killer, Integriti, Lawman, and Easies, has launched its latest festive campaign, ‘Punya – Kiya Bhi, Pehna Bhi’, introducing its ethnicwear-focused brand, Punya.
As informed by the company, the campaign takes inspiration from a familiar cultural idea, the wish to earn punya (good karma) through acts of kindness and generosity during festivals. It translates this thought into a modern context, blending moral values with the expression of personal style.
Developed by Branding Edge, the campaign features three short films portraying intimate, everyday relationships between a father and son, a grandfather and grandson, and a group of friends. According to the brand, each story reflects how goodness and self-expression can coexist, showing that doing right doesn’t always require grand gestures but can emerge from daily choices.
“Punya represents the ethnicwear side of KKCL’s business and embodies the values we hold close — integrity, tradition, and togetherness — in a form that connects with the next generation. The campaign ‘Punya Kiya bhi, Pehna bhi’ celebrates the spirit of doing good, while staying true to one’s personal style,” said Mr. Kewalchand Jain, Chairman & Managing Director, KKCL.
Rahul Tekwani, Managing Partner, Branding Edge, added, “Our creative approach was to turn a culturally rich word like Punya into a contemporary conversation. ‘Punya – Kiya bhi, Pehna bhi’ reflects how goodness can be reimagined with wit, warmth, and authenticity — a perfect blend for today’s festive mindset.”
The company stated that the campaign will be rolled out across digital, social, and influencer-led platforms through the festive season, supported by storytelling and on-ground activations.
As positioned by KKCL, ‘Punya – Kiya Bhi, Pehna Bhi’ is not just about ethnicwear but about connecting tradition and modernity merging cultural values with the confidence and creativity of today’s generation.
Watch the films here:
