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.

Non-Metro India Powers New Customer Acquisition

According to the company, 55% of new shoppers this cycle came from non-metro markets, with Jaipur, Lucknow, Patna, Indore, Guwahati, Surat, Nagpur, and Bhopal emerging as standout contributors. Demand in these cities was concentrated in Women’s Ethnic Wear, Men’s Casual Wear, Beauty and Personal Care, and Sports Footwear, with brands such as Crocs, Bata, Nike, Lacoste, Timex, Snitch, Koskii, Libas, H&M, Mango, ALDO, Sangria, Mamaearth, Maybelline, and L’Oréal seeing strong traction.

Homegrown D2C labels under the platform’s Rising Stars initiative also benefited, posting an average 40% rise in demand compared to the same sale last year.

Scale of the Sale

This edition offered over 6 million styles spanning fashion, beauty, footwear, accessories, and home categories. Roughly 5,000 brands participated in EORS for the first time, while D2C labels alone contributed nearly 13 lakh new styles to the catalogue. A handful of brands — including VASTRADO, PLIX The Plant Fix, Mamaearth, The Souled Store, and Powerlook — saw demand jump more than 70% above their typical daily averages.

Ritesh Mishra, SVP, Head of Revenue and Category, Myntra, said, “EORS has always been a celebration of fashion, beauty, and lifestyle, bringing together millions of customers and thousands of brands from across the country. We are particularly encouraged by the momentum witnessed across non-metro markets and the growth we were able to propel for emerging D2C brands, many of whom leveraged EORS to connect with customers at an unprecedented scale. As we continue to strengthen our technology-led shopping experience, we remain focused on bringing the best of trends from leading fashion and lifestyle brands to India’s digitally savvy consumers.” 

What Customers Bought

Shopping patterns reflected seasonal priorities — summer travel, wedding season, and workwear. Men’s Casual Wear led demand through Early Access and Day 1, while Eyewear posted the sharpest single-day growth. Women’s Ethnic and Western Wear held steady through the sale, and Beauty, Personal Care, and Kidswear also saw notable upticks. Travel essentials like trolley bags and backpacks featured prominently as well.

The sale drew strong participation from established names like GUESS, Levi’s, Tommy Hilfiger, Puma, ASICS, The Ordinary, and L’Oréal, alongside newer additions including Kate Spade, Longchamp, Chloé, Juicy Couture, Saucony, and Official FIFA Jerseys.

Quick Commerce and Gen Z Push

Myntra’s rapid-delivery service, M-Now, saw heightened activity during the sale across fashion, beauty, accessories, and travel categories. Delhi, Bengaluru, and Mumbai led demand, though cities like Patna, Jaipur, Lucknow, and Ahmedabad showed rising adoption outside metro areas. The service — live in eleven cities — offered over 1 lakh styles with delivery windows starting at 30 minutes, with shoppers favoring brands like Levi’s, Tommy Hilfiger, adidas, Manyavar, and Michael Kors.

Meanwhile, FWD, the company’s Gen Z-oriented shopping vertical, contributed meaningfully to overall orders, featuring more than 700,000 styles from younger-skewing labels such as Freakins, Bonkers Corner, and Outzider.

Vogue Eyewear has announced Kriti Sanon as its newest female brand ambassador, pairing her with actor Shahid Kapoor, who continues his longstanding association with the brand. The announcement comes alongside the launch of the brand’s latest campaign, ‘Vogue Eyewear Journeys’, which explores fashion as an evolving, deeply personal experience.

The campaign centres on the idea that style is not fixed, but rather mirrors the ongoing process of self-discovery. Its visual narrative follows protagonists encountering different versions of themselves across moments in time, with the tagline — “when you meet you, you find you” — anchoring its philosophical core. Transitions between these parallel selves are rendered through windows, a deliberate motif alluding to perspective and personal expression.

“Vogue Eyewear is on trend, versatile and resonates perfectly with my personal style. I’m excited to join them with their latest campaign that explores constant reinvention, as we explore new aspects of our own personality.  The campaign beautifully captures this journey of self – discovery and how style play a key role in self -expression,” says Kriti Sanon.

“What I’ve always appreciated about my journey with Vogue Eyewear is how naturally it aligns with my own sense of style… unforced, evolving, and personal. This campaign captures that spirit. Having Kriti join the brand adds a fresh dynamic; she has a strong, individual point of view that complements it beautifully,” says Shahid Kapoor.

The collection is available at leading stores and online, priced between Rs 3,000 and Rs 10,000.

Conceptualised by Network Advertising, the campaign was directed by Emmy-nominated filmmaker Suraj Wanvari and shot by photographer Prasad Naik. It has rolled out across digital, social media, print, and out-of-home platforms.

Vogue Eyewear is part of the EssilorLuxottica portfolio, the global eyewear giant that reported consolidated revenue of €28.5 billion in 2025 and operates across 150 countries.

The week-long event, held twice a year, takes its name from the Japanese word for “thank you.” It features limited-period offers on several of the brand’s core products, including Linen Blend Relaxed Pants, AIRism Cotton Oversized T-shirts, women’s Sweat Straight Pants, and women’s Ribbed Bratops. Customers can also shop the Cecile Bahnsen collection during the festival period.

“At the heart of the Arigato Festival is gratitude. It’s our moment to thank our customers for being part of our journey. This season, we’re bringing you some of your most-loved essentials at special offers—while staying true to the comfort, quality, and thoughtful design that define LifeWear,” said Nidhi Rastogi, Marketing Director, UNIQLO India.

UNIQLO operates more than 2,500 stores globally across Japan, Asia, Europe, and North America. It is the flagship brand of Tokyo-based Fast Retailing Co., Ltd., which reported global sales of approximately 3.4 trillion yen (around US$23 billion) for the fiscal year ending August 2025.

Offers are available in stores and online through the UNIQLO India website and app.

Of the 15,000 emerging brands participating, 5,000 are appearing at EORS for the first time. Together, these brands will offer roughly 13 lakh styles across apparel, footwear, and accessories. Over 100 new brands will go live during the event, including Kate Spade, Longchamp, Juicy Couture, Saucony, ELF Beauty, Aston Martin watches, and Official FIFA Jerseys.

The beauty segment will stock over 2.25 lakh styles spanning skincare, makeup, haircare, and personal care. Brands available include MAC, Bobbi Brown, The Ordinary, Beauty of Joseon, and Foxtale.

Myntra’s Gen-Z focused platform, FWD, will carry over 700,000 trend-led styles during the sale period.

On the deals front, Myntra Insiders can purchase early access for Rs 9, while non-members pay Rs 19. HDFC Bank credit card holders get 10% instant savings, with the same discount available on Flipkart Axis Bank and SBI credit cards.

The company’s quick-commerce delivery service, M-Now, will operate across 11 cities — including Delhi NCR, Mumbai, Bengaluru, Hyderabad, and Chennai — promising delivery from 30 minutes, backed by over 90 dark stores stocking more than 1 lakh styles.

Myntra reports over 6 million creators registered on its social commerce platform, Ultimate Glam Clan, with more than 12 million content pieces generated within its ecosystem.

Buyers at the drop will also receive a Royal Challengers Bengaluru jersey signed by players, tied to Nothing’s title sponsorship of the RCB squad during the 2026 IPL T20 season.

The sneaker originated from a public design competition, #DesignCMFKicks, which drew more than 1,000 entries nationwide. Participants were asked to reimagine Gully Labs’ GL001 silhouette using the colours and design language of the CMF Phone 2 Pro. The winning entry, submitted by Dhreetimaan Sarmah from Dhemaji, Assam, was selected through community voting and jury review, then developed into the final product over nine months in collaboration with both brands’ design teams.

The drop takes place at Nothing Store, 660/1, 100 Feet Road, 1st Stage, Indiranagar, Bengaluru.

The activation, timed to coincide with the Roland Garros season, showcases the Lacoste x Roland Garros Limited Edition Collection — a capsule range of polos, t-shirts, sweatshirts, caps, bags and ready-to-wear that blends tennis heritage with contemporary French style. The collection, rooted in the sport’s visual codes, is designed for both on and off the court and is available for a limited period.

The takeover spans the length of the store, featuring branded installations, tennis-inspired visual merchandising and interactive moments evoking the atmosphere of the Parisian Grand Slam. It also includes exclusive Novak Djokovic tournament merchandise, spotlighting pieces drawn from the champion’s on-court wardrobe.

Sathyajit Radhakrishnan, CEO, Galeries Lafayette, India & International Brands at ABFRL said, “At Galeries Lafayette Mumbai, our focus is on creating immersive retail concepts that bring together fashion, culture and community in a way that goes beyond traditional shopping. As Indian consumers increasingly seek experiences alongside products, we see a strong opportunity to create distinctive retail moments that connect global brands with local audiences in more engaging and culturally relevant ways. The Lacoste x Roland Garros takeover is a strong reflection of our broader vision for luxury retail in India.”

The launch event, scheduled for Friday, May 22, will be attended by actors Ahaan Shetty, Prateik Smita Patil and Jim Sarbh.

Galeries Lafayette Mumbai is a partnership between the iconic French department store, founded in Paris in 1894, and Aditya Birla Fashion and Retail Limited (ABFRL). Lacoste, established in 1933, operates across 98 countries through a network of 1,100 stores.

Conceived by Creative Director Glenn Martens and Art Director Christopher Simmonds, and shot by photographer Johnny Dufort, the campaign centres on a diverse, multi-generational cast — a so-called “denim dynasty” — that brings together heritage and contemporary identity. Rather than a single archetype of luxury, the imagery leans into inclusivity, positioning denim not as workwear or streetwear, but as a dynastic fabric with its own history and power.

At the heart of the campaign is Diesel’s new Made in Italy denim capsule, which spotlights selvedge and vintage washes alongside new silhouettes including extra-wide and barrel fits. Accessories also feature prominently, with the D-Line and 1DR bags making an appearance as the campaign’s standout carry pieces.

The “Royal D” continues Diesel’s recent run of culturally referential campaigns that reframe fashion archetypes — this time, the monarchy — through a lens that’s deliberately democratic. In making royalty out of denim, the brand signals that its core fabric is not just timeless, but aspirational on its own terms.

The campaign went live on 8th May 2026, positioning Bendre as the face of PNGS’s core brand identity — spanning its mangalsutra range, traditional jewellery collections, and its longstanding philosophy of jewellery as heirloom rather than mere adornment.

Founded in 1832 in Sangli, Maharashtra, PNGS has grown from a family workshop into a pan-India retail chain known for hallmarked gold and BIS-certified craftsmanship. At over 192 years old, the brand is now making a deliberate push to speak to younger Indian women who are rooted in tradition but looking forward.

The choice of Bendre appears carefully considered. The actor, who rose to cultural prominence in the 1990s and 2000s, has in recent years become as well known for her personal resilience — particularly her public battle with cancer — as for her on-screen work. For PNGS, that combination of grace, authenticity, and quiet strength made her a natural fit.

Aditya Modak, CFO and COO, P N Gadgil and Sons, said, “At PNGS, every piece of jewellery we create carries the weight of trust — trust built over 192+ years with millions of Indian families. Welcoming Sonali Bendre as our Brand Ambassador is a natural extension of that promise. She embodies the grace, strength, and cultural pride that define the women who wear our jewellery. This partnership is not just a campaign — it is a conversation we are beginning with a new generation of PNGS women, and we could not have found a more authentic voice to lead it.”

Sonali Bendre added, “Jewellery, for Indian women, has never just been about adornment — it is about identity, memory, and love passed down through generations. P N Gadgil and Sons understands this at a cellular level, and that is what drew me to this partnership. Wearing PNGS jewellery is not a role I am playing — it is a reflection of who I am and what I believe in. I am honoured to be the face of a brand that has been woven into the fabric of so many Indian families’ stories over centuries.”

The campaign serves as a poignant reminder that we carry echoes of our parents in our daily lives, manifesting in the way we speak and the quiet strength we display. With this campaign, the brand highlights how mothers reflect in our personal expressions and character.

Moving beyond the concept of a single-day celebration, the campaign honours the enduring love mothers have across generations. It reflects a deep appreciation for how values, habits, and expressions are quietly inherited, shaping our everyday lives in ways that often remain unspoken but are deeply felt.

To revere this bond, Fabindia has curated a specialized collection of gifting essentials across Apparel, Accessories, and Home & Lifestyle segments. These pieces mirror the grace and heritage the campaign embodies, offering a tangible way to honour maternal legacy.

The gifting collection is available at all Fabindia stores and online at the brand’s website.