A 7-country campaign blending K-drama tropes with Bollywood flair, Crocs celebrates love, rain, and self-expression through its Monsoon Special Jibbitz™ charms and seasonal styles
New Delhi, June 25, 2025:Crocs, the global footwear brand known for bold individuality and comfort-first fashion, is bringing monsoon romance to life in its most culturally resonant campaign yet. Set across seven Southeast Asian markets — including India, South Korea, Japan, and Indonesia — the campaign features a cinematic K-drama x Bollywood crossover starring South Korean actor Chae Soobin and Indian star Siddhant Chaturvedi.
Set against a rain-soaked urban backdrop, the film plays out a classic K-drama “enemies-to-lovers” story, layered with Bollywood emotion and theatricality. Chaturvedi plays a brooding tycoon whose ordered life is upended by Soobin’s free-spirited charm — with Crocs becoming the unexpected symbol of connection between them. The chemistry unfolds through stolen glances, shared umbrellas, and a pivotal exchange: a heart-shaped Korean Jibbitz™ charm gifted by Soobin, expressing what words can’t.
> “Monsoon is one of our most important commercial moments across Asia,” said Yann Le Bozec, Head of Crocs International Marketing. “This campaign is a bold step in cultural storytelling — blending the rising influence of K-dramas with the timeless appeal of Bollywood. In India, our Monsoon Special Jibbitz™ charms bring even deeper relevance and self-expression to our fans.”
A Cultural Crossover That’s Playful and Powerful
Conceptualized by Kulfi Collective, the campaign draws from K-drama aesthetics — soft focus, dramatic close-ups, Hangul signboards — and infuses them with Bollywood’s cinematic richness. The result is a visually rich love story that reflects Crocs’ mission of celebrating individuality and emotional connection.
> “We didn’t want to make just another ad,” added Akshat Gupt, Co-founder and CCO, Kulfi Collective. “We wanted to speak to the pulse of Asian pop culture. This is a tribute to fandoms across the region — and to Crocs as a medium of playful self-expression.”
Now Live Across Asia: In Stores, Online, and On Screens
The campaign is live across digital, social, retail, and experiential platforms in all seven markets. In India, Crocs has launched new seasonal colourways like Mint Tint and Frosted Blue in its Classic silhouettes, alongside limited-edition Monsoon Jibbitz™ charms, available on crocs.in, Myntra, and select retail stores.
For the first time, Crocs is also bringing the campaign to life through immersive in-store experiences — from monsoon-inspired visual installations to signature fragrances and themed beverages, giving fans a full sensory celebration of the season.
View the campaign here: https://www.instagram.com/reel/DLUFWJLRt1O/?igsh=MThha2FyZWF6dzluaw==