Conceptualised and produced by Kulfi Collective, the campaign blends romance, rain, and self-expression across Asia.

Crocs has launched its latest monsoon campaign across seven Southeast Asian markets-India, China, Japan, Korea, Thailand, Indonesia, and the Philippines. Celebrating the season with a cultural crossover, the emotionally-charged campaign brings together the dramatic charm of K-dramas and the colourful flair of Bollywood. It stars South Korean actress Chae Soobin and Indian actor Siddhant Chaturvedi in a rain-soaked romance.

Set in the classic “enemies-to-lovers” K-drama trope, the campaign film captures stolen glances and slow-burn tension between Chaturvedi’s stoic tycoon and Soobin’s vibrant, free-spirited creative. Rain acts as the catalyst that draws them together, while Crocs-with their iconic monsoon-ready designs-become symbols of individuality and connection.

A highlight moment features Soobin gifting Siddhant a Korean heart Jibbitz™ charm-speaking volumes without words and deepening their emotional bond. The campaign’s visual style mirrors K-drama aesthetics-soft lighting, dramatic close-ups, and Hangul signage-while embracing Bollywood’s high-energy emotion.

“This campaign is a bold step in cultural storytelling,” said Yann Le Bozec, Head of International Marketing at Crocs. “By blending K-dramas and Bollywood, we’ve created a regional narrative that’s locally relevant and emotionally resonant.”

In India, Crocs has also launched monsoon-specific Jibbitz charms and new seasonal colourways like Mint Tint and Frosted Blue in its Classic silhouettes. These are available via crocs.in, Myntra, and select retail stores.

Kulfi Collective’s Akshat Gupt added: “We wanted this campaign to feel like a love letter to Asian pop culture-playful, powerful, and deeply expressive.”

Live across digital, social, retail, and immersive in-store experiences, the campaign invites consumers to celebrate the season with bold self-expression.