India’s pioneering denim brand celebrates its global ambition, youth culture, and “Make in India” pride with actor Meezan Jaffery fronting the campaign
‘Killer’, India’s pioneering denim brand since 1989 from the house of Kewal Kiran Clothing Limited (NSE: KKCL, BSE: 532732), has launched its latest campaign, “I Wear India, I Wear Killer”, marking its association with the Asia Cup 2025 as an official partner.
Anchored by brand ambassador and actor Meezan Jaffery, the campaign challenges the notion of international fashion superiority, celebrating Indian denim as bold, aspirational, and globally competitive.
Commenting on the launch, Hemant Jain, Joint Managing Director, KKCL, 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.”
With a retail network of 450+ exclusive outlets and plans to expand to 600 by FY2028, Killer continues to grow in India and across international markets, including the Middle East, Eastern Europe, and Africa.
As part of the campaign, the brand will engage students from fashion institutes like NIFT in denim innovation workshops, launch global shopper incentives for foreign passport holders, and roll out nationwide outdoor, digital, and retail activations.
By fusing Indian craftsmanship with bold youth culture, Killer reinforces its position as a rebellious trendsetter—exporting “Make in India” style to the world.
