Killer Jeans: Making an environmental cause fashionable to the Indian youth

This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable.

Killer Jeans: Making an environmental cause fashionable to the Indian youth

Sonya Misquitta

Campaign details

Brand owner: Kewal Kiran ClothingAgency: Grey, IndiaBrand: Killer JeansCountry: IndiaChannels used: Events and experiential, Internet - display, Internet - general, Magazines - consumer, Newspapers, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

The average pair of jeans uses 100 litres of water in the finishing process. In a country that faces routine water shortages,...

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