Crocs has launched the India adaptation of its global ‘Wonderfully Unordinary’ platform with a monsoon-themed campaign featuring brand ambassador Rashmika Mandanna. The nationwide campaign builds on the global platform launched earlier this year and centers on individuality through a monsoon-inspired narrative.
The campaign film follows Mandanna as she moves from a stylized setting into a rain-filled environment while wearing the Classic Ballet shoes. It also features creators Swayam Siddhi, Kevin Zhingkai, Krithi, and Aryan Katoch in a series of scenes incorporating music, fashion, and city settings during the monsoon.
“What I loved most about this campaign was that it felt incredibly natural and fun,” said Rashmika Mandanna, Brand Ambassador for Crocs India.
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“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.”
“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,” said Carly Gomez, Chief Marketing Officer, Crocs.
“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 conceptualized by Kulfi Collective, produced by Calk & Cheese, and directed by Achowe.
“What’s always interesting about a brand like Crocs is how personal it is, everyone wears it their own way,” said Achowe.
“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.”
The rollout is supported by a seasonal product assortment including the Classic Ballet, new colorways across the Classics range, the Classic Platform Buckle Clog, and India-exclusive monsoon-inspired Jibbitz charms.
