Crocs brings the monsoon romance alive with a K-drama twist

Time of India

25-06-2025

HighlightsCrocs launches a culturally immersive campaign in seven Southeast Asian markets, featuring the integration of K-drama elements and Bollywood flair, starring South Korean actress Chae Soobin and Indian actor Siddhant Chaturvedi. The campaign centers around the iconic 'enemies-to-lovers' trope, showcasing a rain-drenched romance that emphasizes self-expression through Crocs' monsoon-special Jibbitz charms as symbols of connection. Yann Le Bozec, head of Crocs International marketing, describes the initiative as a bold step in cultural storytelling, while Akshat Gupt, co-founder and chief creative officer of Kulfi Collective, highlights it as a tribute to Asian pop culture and a celebration of individuality.
Crocs, a casual footwear for all, is bringing monsoon flair to the forefront with its most regionally immersive campaign yet, spanning seven key Southeast Asian markets including India, China, Japan, Korea, Thailand, Indonesia and the Philippines.
The visually rich and emotionally charged campaign fuses two of Asia's most beloved cultural phenomena: the irresistible emotion of K-dramas and the unmistakable flair of Bollywood, starring South Korea's
Chae Soobin
and India's
Siddhant Chaturvedi
.
Shot through the lens of the iconic 'enemies-to-lovers' K-drama trope, the film blends rain-drenched tension, stolen glances and cinematic visuals with a bold cultural twist.
At its heart is Chaturvedi as a stoic industrial chaebol-turned-tycoon whose carefully controlled world is upended by Soobin — a free-spirited creative who wears her heart on her sleeve. Their personalities clash, but the rain has other plans, pulling them into a story that feels both larger-than-life and emotionally grounded.
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 Chaturvedi — a gesture that says what words can't and brings their love story full circle.
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.'
Conceptualised 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 and chief creative officer, 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. 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.