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Killer Jeans
Killer Jeans: Making an Environmental Cause Fashionable to the Indian Youth

RAN IN: India

CLIENT
Kewal Kiran Clothing Limited

AGENCY
Grey Worldwide India Ltd *Lead Agency


SUMMARY

In a country that faces routine water shortages, Killer JeansIndias leading denim brand by sales--believes that saving water is a social responsibility. In 2012, it launched a new line of Water Saver jeans that cut water usage for a single pair by 80%. The challenge for Killer Jeans was to convince the youth to care about Water Saver Jeans, and make them pay more for it. Through Show your Green Side, Killer Jeans embedded the marketing idea within the product itself and made an environmental cause a fashion statement.


Language: English