Crocs new campaign stars heartthrobs from South Korea and India, Chae Soobin and Siddhant Chaturvedi. The film blends rain-drenched tension, stolen glances and cinematic visuals with a bold cultural twist.
The campaign strategically taps into Asia’s surging K-drama wave, channeling it through a uniquely local lens with Bollywood sensibilities.
Conceptualised and produced by Kulfi Collective, the campaign blends familiar K-drama aesthetics with the magnetic flair of Bollywood, that reflects Crocs’ mission to celebrate individuality and self-expression.
Akshat Gupt, Co-Founder & CCO, Kulfi Collective, said: “With this campaign, we wanted to do more than just make an ad—we wanted to tap into the pulse of pop culture across Asia. By combining the emotional pull of K-dramas with the star power of Bollywood, we created something that feels deeply familiar yet fresh. It’s a tribute to the fans, to the format, and to Crocs as a canvas for self-expression. This is cultural storytelling at its most playful and most powerful."
The campaign is now live across digital and social platforms in all seven markets. In India, Crocs introduces monsoon-specific Jibbitz™ charms alongside fresh seasonal colorways like Mint Tint and Frosted Blue in its Classic silhouettes.
Commenting on the launch of the campaign, Yann Le Bozec, Head of Crocs International Marketing, added: "Monsoon is one of our most important commercial moments across Asia, and Crocs is built for it - both functionally and emotionally. This campaign is a bold step in cultural storytelling, blending the rising influence of K-dramas with the timeless appeal of Bollywood through a pairing that’s unexpected yet perfectly in sync. In India, our launch of Monsoon Special Jibbitz™ charms further deepens local relevance, reflecting our commitment to tapping into meaningful moments with creativity and intent.”
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