Goodness gets a glow-up with KKCL’s festive campaign ‘Punya Pehnabhi’

MUMBAI: This festive season, doing good comes with great style. Kewal Kiran Clothing Limited (KKCL), the name behind iconic brands like Killer, Integriti, LawmanPg3, and Easies is adding a touch of soul to celebration with its latest campaign for Punya, the company’s ethnicwear-focused label. Titled ‘Punya – Kiya bhi, Pehnabhi’, the campaign spins the age-old idea of earning punya (virtue) into something fresh, fashion-forward, and feel-good.

Conceptualised and executed by Branding Edge, Punya – Kiya bhi, Pehnabhi captures everyday acts of kindness through three charming short films. From a father’s quiet pride in his son to a grandfather’s gentle wisdom and friends finding joy in generosity, each story turns simple moments into symbols of modern-day virtue. The films blend warmth, wit, and relatability showing that the spirit of punya isn’t about grandeur but about the goodness we wear on our sleeves.

“Punya represents the ethnicwear side of KKCL’s business and embodies the values we hold close integrity, tradition, and togetherness in a form that connects with the next generation,” said KKCL chairman and managing director Kewalchand Jain. “The campaign celebrates the spirit of doing good while staying true to one’s personal style.”

Adding to that, Branding Edge managing partner Rahul Tekwani shared, “Our creative approach was to turn a culturally rich word like Punya into a contemporary conversation. The idea was to show how goodness can be reimagined with warmth and authenticity, a perfect blend for today’s festive mindset.”

The campaign, running across digital, social, and influencer platforms, extends beyond fashion into a philosophy that the festive season isn’t just about what you wear, but the goodness you carry. With engaging storytelling, experiential activations, and cinematic craft, Punya – Kiya bhi, Pehnabhi invites audiences to see virtue as the new vogue.

By weaving together tradition and modern expression, KKCL’s Punya brings a refreshing perspective to festive dressing, one that looks good, feels good, and does good. After all, this season, earning punya might just begin with what you choose to wear.