Killer showcases Meezaan Jaffri in new ‘I Wear India. I Wear Killer’ films

Killer, the homegrown denim label from Kewal Kiran Clothing Ltd., has launched a new series of digital films featuring actor Meezaan Jaffri as part of its ongoing ‘I Wear India. I Wear Killer’ campaign. First introduced earlier this year, the campaign highlights homegrown confidence and positions Killer as a brand that reflects modern Indian identity through design, quality and attitude.

The primary film shows Jaffri and his stylist reviewing international fashion trends on a phone. When the stylist suggests recreating one of the global looks, Jaffri responds, “How about I trend in India? I wear India. I wear Killer.” The line anchors the campaign’s message: that Indian fashion, built on local craftsmanship and evolving design sensibilities, can stand on its own merit without seeking external validation.

 

 

 

 

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Once focused solely on denim, Killer has expanded into a full men’s lifestyle offering that includes jeans, joggers, shirts, hoodies, jackets, nightwear and accessories. The new films are intended to showcase this wider portfolio while reinforcing the brand’s shift towards a more holistic lifestyle positioning.

Jaffri, the brand’s ambassador, said Killer represents the contemporary Indian man who values style and origin in equal measure. He added that the campaign speaks to the progress of Indian fashion and the confidence of consumers who take pride in buying homegrown.

Hemant Jain, joint managing director, Kewal Kiran Clothing Ltd., said Killer has long reflected individuality and attitude. He noted that the brand’s journey from denim label to lifestyle wardrobe mirrors the broader evolution of Indian fashion and that the campaign celebrates a generation that is bold and self-assured in its choices.

The campaign continues across digital platforms, in-store environments and outdoor formats. Visually crisp and attitude-led, the films emphasise Killer’s blend of contemporary Indian design and global relevance, underscoring the rise of homegrown fashion as both aspirational and proudly local.