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

Sonya Misquitta

Campaign details

Brand owner: Kewal Kiran Clothing
Agency: Grey, India
Brand: Killer Jeans
Country: India
Channels 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, Television
Media 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, Killer Jeans – India's leading denim brand by sales – believes that saving water is not just a cost imperative but a social responsibility as well. In 2012, it launched a new line of Water Saver jeans that cut water usage for a single pair from 100 litres to 20 litres – a huge saving of 80%.