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ASIA-PACIFIC – Killer Jeans exhorts the youth to express themselves and find their own cut in the new campaign created by Grey India. The ‘What’s your Cut?’ campaign spread across print ads, hoardings, bus wraps and panels reflects the mindset of this generation, their changing opinions and states it with a devil-may-care attitude, covering issues like live-in relationships, unusual career choices and environmental consciousness.
Sandeep Verma, Vice President Marketing for Kewal Kiran Clothing Ltd., says, “The advertising for our brand has always been as international, slick and as youthful as our fashion style. In our new campaign, ‘What’s your Cut?’, we have gone a step ahead in keeping with the bold attitude of the youth and come up with communications which are even more engaging and involving for today’s generation.”
Speaking on the new campaign, executive creative director of Grey Mumbai and the copywriter on the campaign, Rohit Malkani, said, “Killer Jeans is a brand that has always encouraged originality and stood for unique styling. The ‘What’s your Cut?’ campaign seeks to encourage and exhort young people to stand up and have their own opinion, no matter how warped.”
Art director and Grey Mumbai Executive Creative Director Karan Rawat said, “I have handled the Killer Jeans brand for 10 years now and in the course of this time, I have seen the changing nature of fashion. From being a quick-fix solution, to a means of looking good, to making it one’s individual attitude statement, fashion today has come a long way.”
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Credits:
Agency: Grey India
Client: Kewal Kiran Clothing Ltd.
CREATIVE:
National Creative Heads: Amit Akali and Malvika Mehra
Executive Creative Directors: Karan Rawat and Rohit Malkani
Art Directors: Karan Rawat and Suhas Panchal
Copywriter: Rohit Malkani
Illustrator: Sanjay Shetye and Vinay Patil
Photographer: Prasad Naik
SERVICING:
Vice President and Mumbai Branch Head: Hari Krishnan
Client Services Director: Aparna. K.
Account Supervisor: Kamia Wahi
Production House: Fusion Films
