Kewal Kiran Clothing Limited’s flagship brand Killer has announced its proud association with the Asia Cup 2025 as an official partner. To mark the occasion, the brand has launched its new campaign “I Wear India, I Wear Killer”, celebrating Indian craftsmanship, youth culture, and global style.
The campaign is led by Killer brand ambassador and actor Meezaan Jafri, who highlights Indian-made denim as bold, aspirational, and globally competitive.
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.”
Beyond being a market leader in India, Killer has expanded internationally with a presence in the Middle East, Eastern Europe, and Africa. The campaign redefines “Make in India” as a statement of ambition, with Jafri fronting the message “Upgraded. I Wear India.”
The nationwide campaign includes outdoor rollouts, digital and retail activations, influencer collaborations, and student engagement programs. As part of its youth-first initiatives, Killer will also open its factory and design studio to students from NIFT and other fashion institutes for hands-on denim workshops.
For global shoppers, the brand is launching a special program offering incentives to foreign passport holders, promoting Indian fashion pride across borders.
With its partnership at the Asia Cup 2025, Killer will also be seen inside stadiums during matches, further reinforcing its deep connection with sportsmanship and youthful energy.
Backed by a retail network of over 450 exclusive brand outlets, Killer aims to expand to more than 600 outlets by FY2028, alongside its presence in K-Lounge, large-format stores, and multi-brand outlets across India.
For decades, Killer has positioned itself as a rebellious, trendsetting youth icon — bold, homegrown, and globally ambitious.
