Latest news with #KulfiCollective
Mint
07-07-2025
- Business
- Mint
Workspace evolution: Gen Z inspires new office design trends
One thing we'd never give up as an organisation is a physical space, a place where real, in-person connections can continue to thrive as we work," says Advait Gupt, co-founder and CEO of Mumbai-based Kulfi Collective, a creative network that produces branded and original IPs for Gen Y and Z audiences. On the cusp of a seismic shift in work culture, various generations are coexisting under a single roof. Gen Z, the generation born between 1997 and 2012, is perceivably more vocal about personal growth in a professional setting. As the younger generation steps out to work post pandemic, their non-negotiable ideal of a healthy workplace is causing high attrition and employers are struggling to keep up. The JLL India Future of Work Survey 2024 revealed that in India, 90% of companies now require at least three days of office presence. In this era of conflicting sensibilities, a reimagination of the brick-and-mortar office is helping bridge gaps and retain the love for the workplace. 'A physical intervention can't always be as impactful as a good chat with your team. Real work is built in conversations, not confinements," says Ayushi Jain, a 20-something visual designer from Delhi. But 39-year-old Gupt is one of the many employers of his generation who believe that if designed thoughtfully, a workplace can embody and cultivate these values that younger professionals believe in. His creative agency was founded in 2012 and recently got a redesign at its address in Mumbai's Nehru Centre. When designing the space (later named Kulfiverse) he and his team capitalised on its circular structure to inspire borderless communication and the transparent culture of collaboration. Changing Times The asset is the same: space. How people invest in it is up for a reinvention. 'For a typical professional, an eight-hour workday is often bookended by the need to manage meals, commute, fitness and chores. By having such services in the office, we're freed to focus completely on our work and preserve valuable personal time for hobbies and relaxation outside," says Ashutosh Chauhan, a Hyderabad-based application engineer working at Google India. The MNC has been pushing the bill on creative workplace design for years, with amenities like themed meeting rooms named after animated TV series, food setups, gyms, etc. More corporations are considering such inclusions. Aayush Golecha and Kushaal Jhaveri, co-founders of Mumbai-based architecture and interior design firm The Comma Collective, concur: 'Earlier, the corporate design brief was consistent: maintain efficiency while fitting as many people as possible with the bare essentials. Post covid, founders want sleeping pods, TT tables and wellness rooms." The demand for a more connected and growth-oriented organisation is also evident among Gen Z employees, who place more value on output over process. Such diversity cannot be nurtured without acknowledging factors like creative breaks, cerebral stimulation, sensory comfort, mental health, and productivity cycles. Architecture is thus becoming a way of incorporating these elements into daily culture. The New Blueprint Golecha focuses on thoughtful zoning, materiality and visual cues when designing. 'Modern workspaces must be adaptable and offer what remote setups can't—authentic connection, inspiration and a sense of community," he says. For instance, Google's open plan layout built on a no-cabin system inspires easy conversation across corporate hierarchies. Kulfiverse features breakout rooms and a community space with Lego sets to spark ideas. While brands are playing around with layout, there's still a long way to go for material tweaks. Many continue to demand traditional materials like marble and only as much colour as needed to reflect the brand's identity. However, surfaces like wood, ceramic and concrete balanced with soft textiles can feel warm, grounded and real—qualities that resonate deeply with the younger generation. While Gen Z is mindful of sustainability, designers foresee a considerable journey ahead for companies, mainly because of the initial investment it requires. These, along with visual and tactile cues, can stimulate creativity, break the stereotype around 'work desks" and tap into intuitive work cycles. 'Use materials that tell stories: upcycled tiles from a previous site, marble scraps turned into tables or graffiti walls that double up as memory archives. Design for movement and spontaneity through writable surfaces, modular zones and light that changes with mood," says Smita Thomas, founder of interior design studio Multitude of Sins. The Hurdle in Huddling Though easily definable, this collaborative experiment is a ropewalk of balance between monotony and overstimulation, creative provocation and mental restoration. Jain's field of work is the perfect example: 'My three essentials in a workspace are: a clean room; good lighting; and a solid sound system. If I create something bad, chances are the lighting was off or the music wasn't on." Space and budget constraints can often pose another challenge. But as per Thomas, 'The trick is to design layered zones that cater to different energies in a single space. In our office, Sin City, we made contemplative corners and outrageous installations coexist to our team's liking." Biophilic architecture is another element finding its way into offices, offsetting bold props with soothing greenery. It's a design approach that integrates nature into the built environment to enhance well-being. The new office is also integrating technologically-forward systems into the physical layout, personalising sanctuaries and blurring the gap between home and office. 'As digital natives, Gen Z employees are highly comfortable navigating virtual spaces for personal activities, expecting the same ease of use at work as they experience with apps for online shopping or social media," Gupt shares. While covid initially led teams to experiment with socio-professional communities like Slack, the post-covid headquarters is welcoming physical infrastructure for a hybrid lifestyle. If there's anything this metamorphosis is teaching us, it's that moving forward should be about building on successes from the past. That means reimagining spatial existence to reinforce the personal connection we've always valued as humans. As Thomas puts it, 'The smartest companies we've worked with are the ones who aren't looking to emulate a trend, but asking the right questions: What drives our people? What kind of energy do we want to cultivate?" And that's when new perceptions of the young begin to matter, improving the very blueprint of how we think, feel and act. Ria Gupta is a travel and design writer. Follow her work @ria_gupta. Write to us at lounge@
The Wire
25-06-2025
- Entertainment
- The Wire
Crocs Brings the Monsoon Romance Alive with a K-Drama x Bollywood Crossover Featuring Chae Soobin & Siddhant Chaturvedi
• Set against the backdrop of romantic rain-soaked encounters, the film captures all the visual drama fans love - from shared umbrellas to slow-burn sparks • Brings together Southeast Asia's biggest fandoms in a cinematic crossover that celebrates love, rain, and cultural connection NEW DELHI, June 25, 2025 /PRNewswire/ -- Crocs, a world leader in innovative 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 young heartthrobs from South Korea and India, Chae Soobin and 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 Siddhant Chaturvedi as a stoic industrial chaebol-turned-tycoon whose carefully controlled world is upended by Chae 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 Siddhant — a gesture that says what words can't and brings their love story full circle. Commenting on the launch of the campaign, 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." Conceptualized 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 & 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." 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. In India, Crocs introduces monsoon-specific Jibbitz™ charms alongside fresh seasonal colorways like Mint Tint and Frosted Blue in its Classic silhouettes, perfectly curated for the rains. Shoppers can explore these styles on Myntra and at select Crocs stores nationwide. For the first time, the campaign is also brought to life through elevated visual merchandising and sensory in-store experiences - from monsoon-inspired installations to signature fragrances and themed beverages - allowing fans to truly step into the spirit of the season while discovering their favourites. About Crocs, Inc.: Crocs, Inc. (NASDAQ: CROX), headquartered in Broomfield, Colorado, is a world leader in innovative casual footwear for all, combining comfort and style with a value that consumers know and love. The Company's brands include Crocs and HEYDUDE, and its products are sold in more than 80 countries through wholesale and direct-to-consumer channels. For more information on Crocs, Inc. visit To learn more about our brands, visit or Photo: (Disclaimer: The above press release comes to you under an arrangement with PRNewswire and PTI takes no editorial responsibility for the same.).
Business Standard
25-06-2025
- Entertainment
- Business Standard
Crocs Brings the Monsoon Romance Alive with a K-Drama x Bollywood Crossover Featuring Chae Soobin & Siddhant Chaturvedi
PRNewswire New Delhi [India], June 25: Crocs, a world leader in innovative 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 young heartthrobs from South Korea and India, Chae Soobin and 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 Siddhant Chaturvedi as a stoic industrial chaebol-turned-tycoon whose carefully controlled world is upended by Chae 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 Siddhant -- a gesture that says what words can't and brings their love story full circle. Commenting on the launch of the campaign, 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." Conceptualized 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 & 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." 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. In India, Crocs introduces monsoon-specific Jibbitz™ charms alongside fresh seasonal colorways like Mint Tint and Frosted Blue in its Classic silhouettes, perfectly curated for the rains. Shoppers can explore these styles on Myntra and at select Crocs stores nationwide. For the first time, the campaign is also brought to life through elevated visual merchandising and sensory in-store experiences - from monsoon-inspired installations to signature fragrances and themed beverages - allowing fans to truly step into the spirit of the season while discovering their favourites. About Crocs, Inc.: Crocs, Inc. (NASDAQ: CROX), headquartered in Broomfield, Colorado, is a world leader in innovative casual footwear for all, combining comfort and style with a value that consumers know and love. The Company's brands include Crocs and HEYDUDE, and its products are sold in more than 80 countries through wholesale and direct-to-consumer channels. For more information on Crocs, Inc. visit To learn more about our brands, visit or Photo:
Time of India
25-06-2025
- Entertainment
- Time of India
Crocs brings the monsoon romance alive with a K-drama twist
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.
Time of India
30-04-2025
- Entertainment
- Time of India
Rashmika Mandanna joins Crocs as a global ambassador
Footwear brand Crocs has announced movie star Rashmika Mandanna as its global ambassador from India. Mandanna's authentic personality and versatility make her the perfect match for Crocs, a brand that celebrates individuality, style, and unfiltered self-expression, the footwear brand stated in a press release. Mandanna's pan-India appeal and cultural resonance will enable the brand to forge deeper connections with discerning consumers through innovative, storytelling-led brand campaigns, it added. The collaboration officially launches with 'Your Crocs. Your Story. Your World.' campaign — a pivotal moment in amplifying awareness for the Classics collection and Jibbitz charms , positioning them as everyday style essentials that celebrate individuality, while unlocking new avenues for growth across untapped markets. As the face of the Indian edition of the global 'Your Crocs, Your Story, Your World' campaign, Mandanna embodies the spirit of personal storytelling through style . The campaign spotlights Crocs not just as footwear, but as a canvas for self-expression, where individuality comes to life with every step. Through playful and customizable Jibbitz charms, consumers are encouraged to create looks that are uniquely their own—turning everyday fashion into a reflection of personal stories, moods, and moments, and making every pair of Crocs a one-of-a-kind statement. Set against the vibrant canvas of Mandanna's daily life, the campaign film for 'Your Crocs, Your Story, Your World' reimagines the everyday through the lens of magical surrealism. Seamlessly blending CGI and visual effects, the film playfully transforms familiar settings—film sets, red carpets, cozy home moments—into immersive worlds where Mandanna's Crocs and Jibbitz charms take center stage. Each charm springs to life with captivating animations, unlocking portals to her personal and professional worlds and blurring the boundaries between reality and imagination. By placing Jibbitz at the heart of the narrative, the film celebrates them as powerful tools of self-expression, turning every pair of Crocs into a dynamic canvas of creativity. This visual storytelling invites consumers to embrace their unique selves, offering an inspiring, almost dreamlike experience that makes self-expression feel limitless and personal style truly magical. Mandanna said, 'I'm so excited for my fans across India to experience the 'Your Crocs. Your Story. Your World.' campaign and discover how they can express their own unique style with Crocs.' Yann Le Bozec, head of Crocs International marketing, shared, 'With Mandanna leading our campaign, we're excited to inspire a new generation to celebrate their individuality with Crocs.' Akshat Gupt, chief creative officer and co-founder, Kulfi Collective, said, 'Through this campaign, we wanted to elevate Jibbitz as a storytelling device—one that visually captures how our experiences shape us. It's about owning your world, your way, and Rashmika brings this to life beautifully.' This 360-degree campaign will roll out across digital, social, retail and exclusive brand experiences, inviting fans to step into their own unique world of self-expression. Watch the video here: View this post on Instagram A post shared by Crocs India (@crocsindia)
