Footwear company Crocs has launched the India edition of its global ‘Wonderfully Unordinary’ campaign, built around a monsoon theme and featuring brand ambassador Rashmika Mandanna.
The campaign, which went live across digital, social, and retail platforms this week, is part of what the company calls a 360-degree rollout for the monsoon season. It adapts a global platform launched earlier this year that focuses on individuality and self-expression, reworked here with a India-specific, rain-themed narrative.
The film
The campaign’s centerpiece is a film in which rain is used as a recurring visual device. It opens with Mandanna in a restrictive, conformist setting; when rain begins to fall and she puts on a pair of Crocs Classic Ballet shoes, the story shifts into a more expressive, immersive sequence.
That sequence features four additional creators — Swayamsiddha Priyadarshi, Kevin Zingkhai, Krithi Yaradi, and Aryan Katoch — in individual vignettes that mix fashion, music, and city settings, including a sitar performance and a horseback ride through an urban street.
The film was conceptualized by Kulfi Collective, produced by Calk & Cheese, and directed by Achowe. It is available on Instagram.
Speaking about the campaign, Rashmika Mandanna, Brand Ambassador for Crocs India, said: “What I loved most about this campaign was that it felt incredibly natural and fun. The film celebrates people for who they are, and that made the entire experience very enjoyable. Having partnered with Crocs over time, there’s a genuine sense of familiarity and comfort that makes every collaboration special. I was especially excited to wear the new Ballet silhouette – It’s comfortable, versatile and fits perfectly into my everyday style, making it one of my favourite looks from the campaign.”
Commenting on the launch, Carly Gomez, Chief Marketing Officer, Crocs, said: “Monsoon continues to be one of the most important moments for Crocs in India, making it a natural backdrop for this regional adaptation of our global Wonderfully Unordinary brand platform. The campaign is rooted in a universal belief that individuality should be celebrated, and we wanted to bring that idea to life through voices and personalities that feel distinctly local. Together with global ambassador Rashmika and local creators, we’ve created a campaign that reflects the creativity, confidence and self-expression of today’s generation, while reinforcing the role of Crocs shoes and sandals as a canvas for personal style.”
The film was conceptualised by Kulfi Collective, produced by Calk & Cheese, and directed by Achowe. Speaking about the creative vision behind the campaign, Achowe said, “What’s always interesting about a brand like Crocs is how personal it is, everyone wears it their own way. We wanted the film to capture that sense of individuality and self-expression rather than just showcasing the product. Rashmika brought so much personality and ease to the shoot, it felt like we were simply capturing moments. The goal was to create something playful, stylish, and full of character, while keeping it effortless and real.”
Product lineup
The campaign is tied to a refreshed product assortment that includes:
- The Classic Ballet shoe
- New seasonal colorways across the Classics range
- The Classic Platform Buckle Clog
- India-exclusive, monsoon-themed Jibbitz charms
The collection is available on crocs.in, on Myntra, and at Crocs retail stores across India.
