Mumbai, 27 October, 2025 – Kewal Kiran Clothing Limited (KKCL), the company behind popular apparel brands such as Killer, Integriti, Lawman, and Easies, has forayed into the ethnicwear segment with its new brand, ‘Punya’. To mark the launch, KKCL has also unveiled its festive campaign, ‘Punya Kiya Bhi, Pehna Bhi’, introducing its dedicated ethnicwear line.
Rooted in a sentiment that echoes across Indian homes, the campaign celebrates the age-old belief in earning ‘Punya’ – goodness – through small acts of kindness, generosity, and togetherness during the festive season. ‘Punya Kiya bhi, Pehna bhi’ transforms this timeless value into a contemporary expression of goodness and style, reminding us that doing good and feeling good can beautifully coexist.
The campaign’s central message – “doing good and feeling good can go hand in hand” – resonates with consumers, positioning ‘Punya’ not just as occasionwear, but as an emotion that blends conscience with contemporary fashion.
Conceptualised and executed by Branding Edge, the campaign brings to life three short, relatable stories – between a father and son, a grandfather and grandson, and a group of friends – each reminding us that ‘Punya’ isn’t confined to grand rituals, but found in simple, human moments.
“Punya represents the ethnicwear side of KKCL’s business and embodies the values we hold close – integrity, tradition, and togetherness – in a form that connects with the next generation. The campaign ‘Punya Kiya bhi, Pehna bhi’ celebrates the spirit of doing good, while staying true to one’s personal style,” said Mr. Kewalchand Jain, Chairman & Managing Director, KKCL.
Speaking about the campaign’s creative direction, Rahul Tekwani, Managing Partner, Branding Edge, said, “Punya has now moved beyond being just a campaign. It has become part of everyday conversations about how Indian wear fits into modern life. With ‘Punya – Kiya bhi, Pehna bhi’, our idea was to give a timeless word like ‘Punya’ a contemporary meaning – something that celebrates goodness, simplicity, and self-expression in daily moments. We wanted to show that Indian fashion can be both rooted and refreshing, where culture isn’t preserved for occasions but lived every day.”
As KKCL expands its lifestyle and ethnicwear portfolio, ‘Punya’ marks the company’s next chapter – bringing Indian craftsmanship and contemporary design into the mainstream wardrobe, and redefining what everyday ethnic wear can look like for the modern generation.
The campaign continues to run across digital, social, and influencer platforms, supported by storytelling and brand activations that spotlight the evolving face of Indian fashion – where tradition meets trend, and culture meets comfort.
