Crocs has launched a new monsoon campaign across seven Southeast Asian markets, including India. The campaign brings together K-drama and Bollywood styles, starring South Korean actress Chae Soobin and Indian actor Siddhant Chaturvedi in a romantic short film.
Set during the rains, the story follows Siddhant as a serious businessman whose life changes when he meets Soobin, a creative and free-spirited woman. Their story unfolds with classic K-drama elements — rain, shared umbrellas, slow glances — and ends with a special moment where Soobin gifts a Korean heart Jibbitz™ charm, symbolizing connection and self-expression.
The campaign highlights Crocs’ new Monsoon Special Jibbitz™ charms and seasonal colors like Mint Tint and Frosted Blue, available on crocs.in, Myntra, and select stores. It also features immersive in-store experiences with monsoon-themed décor, scents, and beverages.
Yann Le Bozec, Head of Crocs International Marketing, said, “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 by Kulfi Collective, the campaign runs across digital, social media, and retail channels in all participating markets.
