Bengaluru, September 10th, 2025: ‘Killer’, India’s pioneering denim brand since 1989 from the house of KKCL ((NSE: KKCL, BSE: 532732), today launched its new campaign “I Wear India, I Wear Killer” to mark its proud association with the Asia Cup 2025 as an official partner. This campaign celebrates Indian craftsmanship, youth culture, and world-class style, positioning ‘Killer’ as not just a category leader in India but a global ambassador of “Make in India”.

 Anchored by ‘Killer’ brand ambassador and actor Meezaan Jafri, the campaign boldly challenges the myth of international fashion superiority, highlighting Indian-made denim as bold, aspirational, and globally competitive.

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.”

More than a leader in the Indian market, ‘Killer’ has already taken “Make in India” international, with a presence across the Middle East, Eastern Europe, and Africa. The brand’s expanding global retail footprint and premium product portfolio are a testament to its ambitions as a trendsetting export from India.

In this campaign, Jafri is seen with “Upgraded. I wear India” that redefines “Make in India” as a statement of ambition rather than necessity, continuing Killer’s legacy as the voice of bold, globally-minded Indian youth. The “I Wear India, I Wear Killer” campaign is launched via a nationwide outdoor rollout, followed by digital and retail activations, bolstered by influencer collaborations, student design activities, and bold digital campaigns.

Supporting its commitment to youth, ‘Killer’ will open its factory and design studio to NIFT and other leading fashion institute students for hands-on workshops in denim innovation. For international shoppers, the brand is launching a global incentive program subsidizing purchases for foreign passport holders, bringing Indian fashion pride to the world.

In further testament to its youth focus and national pride on the global stage, ‘Killer’ is proud to announce its role as an official partner of the Asia Cup 2025. As part of this prestigious cricket tournament, fans can look forward to ‘Killer’ branding inside stadiums during matches, underscoring the brand’s longstanding connection to sporting spirit and youthful energy.

‘Killer’ is the flagship brand of Kewal Kiran Clothing Limited, one of India’s largest branded apparel manufacturers. With a robust retail network spanning over 450 exclusive brand outlets (EBOs), an extensive shop-in-shop footprint, and ambitious plans to expand to over 600 EBOs by FY2028, ‘Killer’ is committed to reaching every corner of India. In addition to this, ‘Killer’ products are retailed across K-Lounge (180+), Large format stores (800+ counters) and MBOs (1500+) to be closer to its consumers and evolve the brand with the changing times.

For decades, ‘Killer’ has pioneered rebellious innovation – exporting Indian denim imagination to the world. This campaign further reinforces its position as a youth icon: bold, homegrown, and setting the pace for global trends.