In a strategic move to deepen its engagement with Indian consumers, global footwear brand Crocs has announced the appointment of renowned Bollywood actor Rashmika Mandanna as its global brand ambassador from India. The collaboration marks a significant step forward in the brand’s efforts to strengthen its presence across key regions, particularly in one of the world’s fastest-growing consumer markets.

The partnership launches with a new campaign titled “Your Crocs. Your Story. Your World.” — a celebration of individuality and personal style. The campaign puts the spotlight on Crocs’ iconic Classics collection and its signature Jibbitz™ charms, positioning them not merely as fashion items, but as tools for authentic self-expression.

An Immersive Visual Storytelling Experience

At the heart of the campaign is a dynamic, visually engaging film that follows Rashmika through a series of stylized vignettes drawn from both her professional and personal life. Enhanced with CGI and visual effects, the film seamlessly blends fantasy with reality, showcasing how Crocs and Jibbitz™ allow her to express various aspects of her personality.

By featuring everyday settings—from film sets to leisure time—the narrative reinforces the idea that Crocs can be part of every moment, offering both comfort and a canvas for personal creativity.

Rashmika Mandanna: A Cultural Connector for Gen Z and Millennials

Commenting on her association with Crocs, Rashmika stated:
“Crocs has always been a brand I’ve felt connected to — I love the fun colors, quirky silhouettes, and the unapologetic individuality they stand for. If you know me, you know I never shy away from expressing myself. Whether it’s my love for K-pop, Korean snacks, or sunflowers — I wear my heart on my sleeve. With Crocs and Jibbitz™, I get to bring that side of me to life and create something that’s completely my own.”

Rashmika’s appeal extends beyond cinema. Her influence among India’s youth—especially Gen Z—makes her a compelling figure to front this campaign. Her vibrant personality and ease with self-expression align closely with the Crocs brand ethos, making her a natural choice to lead the brand’s engagement strategy in the region.

Aligning Brand Purpose with Local Relevance

Yann Le Bozec, Head of International Marketing at Crocs, emphasized the strategic importance of the partnership:

“Rashmika embodies everything Crocs stands for — authenticity, confidence, and personal expression. Her incredible reach across India, especially among younger audiences, makes her the perfect ambassador to amplify our connection with the local consumer. With Rashmika leading our campaign, we’re excited to inspire a new generation to celebrate their individuality with Crocs.”

India, with its expanding middle class and youth-driven consumption trends, represents a key growth market for lifestyle brands. This campaign serves as a vehicle to further localize the Crocs brand while reinforcing its global values.

Creative Strategy and Campaign Rollout

The campaign was developed in collaboration with Kulfi Collective, a content studio known for its innovative and culturally resonant storytelling.

Akshat Gupt, Co-Founder and Chief Creative Officer, noted:
“Crocs has always been about self-expression. 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.”

The creative narrative revolves around the symbolism of Jibbitz™ charms, which reflect hobbies, interests, and moments of inspiration. These visual cues allow consumers to literally and figuratively “wear their story.”

A Comprehensive Brand Activation Strategy

The “Your Crocs. Your Story. Your World.” campaign is being rolled out as a 360-degree initiative, covering digital, social media, in-store retail, and experiential brand activations. This integrated approach aims to engage consumers at multiple touchpoints, creating a consistent and immersive brand experience.

The campaign also introduces a refreshed product lineup featuring new silhouettes such as the Bae Clog and expanded colorways in Classics and Crush ranges, including trending hues like *Mystic Purple and Daylily. These styles are available at select Crocs retail stores across India as well as online through [crocs.in](https://www.crocs.in) and Myntra.

A Platform for Individuality and Everyday Style

With this campaign, Crocs reiterates its commitment to empowering consumers to express themselves boldly and authentically. Whether through playful colors, comfortable designs, or custom Jibbitz™ charms, the brand continues to evolve as a symbol of everyday individuality.

By appointing Rashmika Mandanna as its ambassador in India, Crocs is not only enhancing its visibility but also reinforcing a message that resonates deeply with young, expressive audiences: fashion should be personal, playful, and above all, a reflection of who you are.

As Crocs continues to grow its presence in India and beyond, the brand’s message remains clear — Your Crocs aren’t just footwear. They’re a statement. A story. A world of your own.

Author: Janvi Joshi