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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.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
