Mumbai, October 17, 2025 – Kewal Kiran Clothing Limited (KKCL), the company behind some of India’s most iconic apparel brands such as Killer, Integriti, LawmanPg3, and Easies, has unveiled Punya – Kiya bhi, Pehna bhi, a heartfelt festive campaign introducing Punya, KKCL’s ethnicwear-focused brand.
The campaign draws inspiration from a thought that resonates deeply with every Indian household the desire to earn Punya during the festive season through small acts of kindness, giving, and celebration. ‘Punya Kiya bhi, Pehna bhi’ turns this timeless idea into a modern expression of goodness and style showing how doing good and feeling good can go hand in hand.
Conceptualised and executed by Branding Edge, the campaign captures relatable, heartwarming moments across three short films — between a father and son, a grandfather and grandson, and a group of friends. Each story reinterprets the idea of earning Punya in today’s world — not through grand gestures, but through everyday choices and the joy of self-expression.
“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 Chairman, KKCL.
Rahul Tekwani, Managing Partner, Branding Edge, added, “Our creative approach was to turn a culturally rich word like Punya into a contemporary conversation. ‘Punya – Kiya bhi, Pehna bhi’ reflects how goodness can be reimagined with wit, warmth, and authenticity — a perfect blend for today’s festive mindset.”
The campaign will run across digital, social, and influencer platforms throughout the festive season, supported by engaging storytelling and experiential activations.
With ‘Punya – Kiya bhi, Pehna bhi’, KKCL brings together two timeless ideas — the joy of tradition and the confidence of modern expression — in a campaign that celebrates the goodness within us all.
