Killer launches ‘I Wear India’ campaign to mark association with Asia Cup

The campaign, featuring actor Meezan Jaffery, celebrates Indian craftsmanship, youth culture, and world-class style

by e4m Staff
Published: Sep 13, 2025 9:38 AM | 1 min read

Denim brand Killer has launched its new campaign “I Wear India, I Wear Killer” to mark its 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 Meezan Jaffery, the campaign boldly challenges the myth of international fashion superiority, highlighting Indian-made denim as bold, aspirational, and globally competitive.

Commenting on the campaign, 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.”

In this campaign, Jaffery 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.