Crocs has rolled out a campaign featuring actor Rashmika Mandanna.

Conceptualised by Kulfi Collective, the campaign comprises a film. The campaign marks the launch of the India adaptation of its global ‘Wonderfully Unordinary’ platform.

Set against the backdrop of the monsoon, the film opens with Mandanna in a stylised, controlled world where she is expected to conform. As the first drops of rain fall and she steps into her Classic Ballet shoes, the narrative shifts, unfolding into a vibrant, immersive universe where individuality takes centre stage. The film also brings in creators Swayam Siddhi, Kevin Zhingkai, Krithi, and Aryan Katoch. 

What we think about it: The campaign is visually appealing and carries a relatable message of self-expression. The product integration is seamless and Mandanna's presence doesn't overpower the storytelling. However, it relies on a fairly standard narrative arc.

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."