New Delhi: Crocs has launched a new campaign inspired by monsoon season, bringing together cultural elements from both Korean and Indian cinema. Featuring South Korean actor Chae Soobin and Indian actor Siddhant Chaturvedi, the short film is set against a rain-soaked backdrop, echoing familiar romantic tropes from K-dramas and Bollywood.
The campaign has been developed by Kulfi Collective and is currently live across digital and social media platforms in seven Southeast Asian markets: India, China, Japan, Korea, Thailand, Indonesia and the Philippines.
The storyline follows the classic "enemies-to-lovers" trope, depicting a romance between a reserved tycoon, played by Chaturvedi, and a free-spirited creative, played by Soobin. Their story unfolds through visual elements typical of K-dramas, slow-motion sequences, soft lighting, and atmospheric rain scenes, combined with Bollywood’s flair and drama.
As part of the narrative, a pivotal moment features Soobin gifting Chaturvedi a Korean heart-shaped Jibbitz™ charm, representing connection and emotional expression through small gestures. The film highlights how Crocs products, especially their seasonal Jibbitz™ charms, are used in the storyline as a means of personal expression.
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.”
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.”
In India, the campaign extends into retail experiences with new Jibbitz™ charms designed specifically for the monsoon season, alongside fresh colour options such as Mint Tint and Frosted Blue in Crocs’ Classic range. These are available via crocs.in, Myntra, and selected physical stores. The campaign also includes themed in-store displays, monsoon-inspired installations, and curated sensory elements.
Watch the campaign film:
/buzzincontent-1/media/agency_attachments/ovtHKkiRFrKggtFNaCNI.png)
Follow Us/buzzincontent-1/media/media_files/2025/06/25/crocs-ad-2025-06-25-13-46-57.png)