Killer Launches “I Wear India” Campaign to Celebrate Asia Cup 2025 Partnership with Meezaan Jafri The campaign celebrates Indian denim pride, youth culture, and global style leadership.
Killer, the iconic denim brand from the house of Kewal Kiran Clothing Limited (KKCL), has unveiled its latest campaign, “I Wear India, I Wear Killer,” marking its official partnership with the Asia Cup 2025.
Fronted by Killer’s brand ambassador and actor Meezaan Jafri, the campaign positions Killer as a global trendsetter and a proud flagbearer of “Make in India.” By showcasing Indian-made denim as bold, aspirational, and globally competitive, the campaign seeks to redefine perceptions of Indian fashion.
Hemant Jain, Joint Managing Director, KKCL, said:
“Killer has always stood for originality and confidence. Our denim reflects India’s diversity and youthful spirit, and now, we’re telling the world that Indian fashion doesn’t follow trends – it creates them. ‘I Wear India, I Wear Killer’ is a declaration of pride and ambition.”
The campaign rollout spans outdoor media, digital activations, influencer collaborations, student design programs, and immersive in-store experiences, creating a powerful nationwide presence. Jafri appears with the tagline “Upgraded. I Wear India,” reframing “Make in India” as a mark of ambition rather than a label of origin.
Furthering its commitment to the next generation, Killer will open its factory and design studio to students from NIFT and leading fashion institutes, hosting workshops on denim innovation. The brand is also launching a global incentive program offering subsidized purchases for international shoppers, strengthening its identity as a global ambassador for Indian fashion.
As part of its Asia Cup 2025 partnership, Killer branding will feature inside stadiums during key matches — a nod to the brand’s association with sporting energy and youth culture.
Killer, KKCL’s flagship brand, operates 450+ exclusive brand outlets, 180+ K-Lounge stores, 800+ large-format counters, and 1,500+ MBO touchpoints nationwide, with plans to expand to 600+ EBOs by FY2028.
With “I Wear India, I Wear Killer,” the brand reinforces its reputation as a bold, homegrown youth icon that doesn’t just keep up with global fashion – it leads it.
