15 November, 2025: Killer, one of India’s first and largest homegrown denim brands from Kewal Kiran Clothing Ltd., has released a new series of digital films featuring actor Meezaan Jaffri, as part of its ongoing ‘I Wear India. I Wear Killer’ campaign that was launched earlier this year. The films capture a renewed sense of homegrown power and self-expression, showcasing that fashion made in India by Killer is at par with global standards – stylish, versatile, and proudly Indian.
The campaign film opens with Meezaan and his stylist scrolling through global fashion trends on a phone, styles that are making waves abroad. As the stylist excitedly suggests recreating one of those looks, Meezaan pauses, smiles, and replies, “How about I trend in India? I wear India. I wear Killer.” That one line captures the spirit of the campaign – a proud declaration that Indian design, craftsmanship, and fashion sensibility have evolved to match the best in the world. It celebrates a generation that no longer looks outward for validation, but inward for identity.
Once synonymous with denim, Killer has today evolved into a full-fledged men’s lifestyle brand, offering everything from jeans, joggers, and shirts to hoodies, jackets, nightwear, and accessories like
Meezaan Jaffri, Brand Ambassador of Killer, said, “Killer, to me, represents the new Indian man who is confident, stylish, and proud of where he comes from. I love that this campaign celebrates how far Indian fashion has come – we have everything we need right here. When I say ‘I Wear India. I Wear Killer,’ it’s about owning that pride and showing the world that Indian fashion stands tall.”
Hemant Jain, Joint Managing Director at Kewal Kiran Clothing Ltd., added, “Killer has always stood for individuality and attitude. From starting out as a denim brand to becoming a complete lifestyle wardrobe for men, our journey reflects the evolution of Indian fashion itself. With our ‘I Wear India. I Wear Killer’ campaign, we celebrate a generation that is bold, stylish, and unapologetically proud of what India creates.”
The campaign continues to roll out across digital platforms, in-store experiences, and outdoor displays, reflecting Killer’s distinctive mix of modern design, quality craftsmanship, and Indian pride. bags and wallets. The campaign reinforces this evolution, reflecting Killer’s positioning as a multi-product lifestyle brand that embodies contemporary Indian style with global relevance.
Visually sharp and attitude-driven, the film mirrors a mindset change sweeping through Indian fashion, that homegrown style can be aspirational, premium, and proudly local at the same time.
