Jane Leung
Nov 25, 2010

Killer Jeans India's ‘What’s your cut’ campaign

India’s popular denim brand Killer Jeans has started an edgy campaign titled ‘What’s your cut’ along with creative agency Grey Mumbai.

Killer Jeans India's ‘What’s your cut’ campaign

Killer Jeans' ‘What’s your cut’ reflects the brand's young and funky attitude and the freedom to do things at will. The campaign guns for international appeal and features models with a 'devil-may-care attitude'. 

“In our new campaign, ‘What’s your cut?’, we have gone a step ahead in keeping with the bold attitude of the youth and came up with communications which are even more engaging and involving for today’s generation,” said Sandeep Verma, VP of Killer Jean’s mother company Kewal Kiran Clothing.

The team at Grey Mumbai states the creative work involves issues like live-in relationships, unusual career choices and environmental consciousness that the younger generation like to associate with.

‘What’s your cut’ involves print, hoardings, bus wraps and panel displays.

Grey Mumbai’s ECD Rohit Malkani, said, “There are so many youth today who seem destined to sail through life without an opinion on anything. They are content to just go with the rest of the herd. Yet this is also a restless generation who live in a brave and tough world where it is not easy forming an original opinion.”

“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,” ECD Karan Rawat added, who has managed Killer Jeans for the past ten years.

Rawat continued, “So, to make a larger than life statement for Killer Jeans, we provoke our target audience to seek ‘their cut’ as we urge them to go with ‘their own interpretation’. We appeal to them with ‘their attitude’ and not ours.”

Grey India won the business in July this year.

Project What’s your cut
Client Kewal Kiran Clothing
Creative agency Grey India
National creative heads Amit Akali, Malvika Mehra
Executive creative directors Karan Rawat, Rohit Malkani
Art directors Karan Rawat, Suhas Panchal
Copywriter Rohit Malkani
Illustrators Sanjay Shetye, Vinay Patil
Photographer Prasad Naik
Account servicing Hari Krishnan, Aparna. K, Kamia Wahi
Production company Fusion Films
Exposure Print, outdoor

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