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,...