Crocs, a global leader in casual, innovative footwear for all, is turning up the seasonal charm with its most culturally immersive campaign to date. Spanning seven major Southeast Asian markets—including India, China, Japan, Korea, Thailand, Indonesia, and the Philippines—the campaign captures the emotional heartbeat of the monsoon by blending two of Asia’s most iconic cinematic styles: the swoon-worthy allure of K-dramas and the vibrant storytelling of Bollywood.
Fronted by rising stars Chae Soobin from South Korea and Siddhant Chaturvedi from India, the campaign film unfolds like a monsoon-drenched love story lifted from a cross-cultural screenplay. Drawing on the beloved “enemies-to-lovers” K-drama trope, the narrative is rich with smoldering tension, moody skies, and cinematic rain-soaked moments.
At its core is Siddhant Chaturvedi, playing a brooding, self-made chaebol-turned-tycoon, whose meticulously ordered life is thrown into emotional chaos by Chae Soobin, a fearless, heart-on-her-sleeve creative. Their initial friction sparks a dramatic arc full of stolen glances, playful clashes, and unexpected vulnerability—all set against the backdrop of a poetic downpour that blurs reality with romance.
Visually lush and emotionally layered, the campaign is a celebration of how fashion, culture, and storytelling can collide to create something truly unforgettable. With this monsoon-ready love letter to Asia, Crocs invites fans to step into the season—not just in style, but with heart.
The campaign strategically taps into Asia’s surging K-drama wave, channeling it through a uniquely local lens with Bollywood sensibilities. Crocs become the unexpected symbol of connection and individuality, with the narrative brought to life through signature K-drama aesthetics — from soft lighting and dramatic close-ups to Hangul signage and slow-burn romance. At the centre of it all are the monsoon-special Jibbitz charms: not just accessories, but powerful tools of self-expression. In a pivotal scene, Soobin gifts a Korean heart Jibbitz™ charm to Siddhant — a gesture that says what words can’t and brings their love story full circle.
Commenting on the launch of the campaign, Yann Le Bozec, Head of Crocs International Marketing, said: “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.”
Conceptualized and produced by Kulfi Collective, the campaign cleverly blends familiar K-drama aesthetics with the magnetic flair of Bollywood, creating a one-of-a-kind narrative that reflects Crocs’ mission to celebrate individuality and self-expression.
Akshat Gupt, Co-founder & CCO, Kulfi Collective, added: “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. This 360-degree campaign comes to life across digital, social, retail and immersive brand experiences – inviting consumers to embrace the season through bold self-expression. In India, Crocs introduces monsoon-specific Jibbitz™ charms alongside fresh seasonal colorways like Mint Tint and Frosted Blue in its Classic silhouettes, perfectly curated for the rains. Shoppers can explore these styles on crocs.in, Myntra and at select Crocs stores nationwide. For the first time, the campaign is also brought to life through elevated visual merchandising and sensory in-store experiences – from monsoon-inspired installations to signature fragrances and themed beverages – allowing fans to truly step into the spirit of the season while discovering their favourites.
