Casual footwear company Crocs served us a playful K-drama-Bollywood crossover that totally stole our heart. Tapping into pop culture from both countries and sprinkling loads of monsoon magic into it, the Croc ad features South Korean and Indian heartthrobs Chae Soobin and Siddhant Chaturvedi, with a cute ‘enemies to lovers’ storyline that fuses elements from both cultures wonderfully — the rain-drenched sequences with an umbrella, stolen glances and exchange of charms — with the Crocs a common point of connection. 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.” Conceptualised and produced by Kulfi Collective, the campaign is live across digital and social platforms in seven Asian markets. In India, Crocs introduces the monsoon-specific Jibbitz charms that are featured in the ad.

Calculating dreams

2025 marks a significant milestone for Casio as it celebrates 60 years since the debut of its first electronic desktop calculator. To commemorate the 60-year milestone, Casio India has rolled out a multi-touchpoint campaign, ‘The calculator India trusts’, across YouTube, Instagram and Facebook, as well as promotional collaterals in retail stores, especially across tier-2 and tier-3 towns, where brand trust plays a critical role in purchase decisions. Rooted in the belief that every calculation shapes the future, the campaign pays tribute to the countless moments that Casio calculators have supported Indians across classrooms, businesses and homes. In the emotionally charged film, created by Backlot Films and featuring a retailer, a student and a working woman using the calculator, the Casio device is portrayed as a symbol of perseverance, ambition and everyday triumphs.

Not straight

To mark Pride month, Bengaluru-based D2C home décor brand Sleepyhead has done a few unusual things. For starters, the brand, which is declaring ‘Straight isn’t the default’, has tilted its entire website experience — literally. Every element, from product images to navigation, will appear slightly askew, embracing the idea that life (and comfort) isn’t meant to be lived in straight lines. It has also launched a limited edition Sleepyhead Pride Sofa — a piece of furniture built for those who live unapologetically, love loudly and express without filter — even as it is celebrating the curved, the cozy, the colourful and the gloriously non-linear.

Extending the campaign beyond digital, Sleepyhead is also making a bold statement on the streets with a striking out-of-home (OOH) campaign. The Pride Sofa will be showcased through immersive bus shelter installations across key locations in Bengaluru — Koramangala, Marathahalli and Banaswadi.

Getting inclusive

Biscuit companies Britannia and Parle decided to showcase their inclusivity this Pride Month. Britannia’s Good Day brand set the ball rolling with a print ad titled Flavours of Equality — featuring a Good Day pack flaunting all the colours of the rainbow — and with one empty slot. It invited rival Parle Monaco to co-create a multi-biscuit ‘Pride’ pack. Parle did not crumble but made a crunchy comeback on Instagram with a similar biscuit pack arrangement featuring not just Monaco but also Hide&Seek, Krackjack and so on, with the message “Happy to help you with this initiative. We at Parle have been proudly serving India’s diversity not just for one month, but every month, every day.”

In-a-jiffy delivery

Myntra’s latest campaign for M-Now, its expedited delivery offering for fashion and beauty fixes, rides on humour. Conceptualised by DDB Mudra, the two ad films feature actor Vihaan Samat, actor and comedian Sumukhi Suresh, and influencers Sakshi Shivdasani and Ayesha Kanga. Set against everyday, yet extraordinary backdrops, the campaign unfolds through a sharply humorous narrative where chaos, urgency and style collide. Set in a courtroom, Vihaan and Sumukhi are called in as key witnesses, but the situation takes a comic turn when they show up in pyjamas and furry slippers. With moments to spare before stepping into the spotlight, they quickly turn to M-Now to pull off a stylish transformation. The second film sees Sakshi and Ayesha facing a beauty emergency before their mugshots at a police station. Panicking, they urgently turn to M-Now for beauty essentials like lipstick, mascara and eyeliner.

Live the footloose life

Mobile phone brand Oppo’s latest campaign stars Ranbir Kapoor and cleverly uses his star legacy by getting him to imagine the iconic “Aawara Hoon” spirit of his grandfather. The film opens in a black-and-white setting, evoking an old-world charm. Ranbir steps into the frame in a classic Aawara-inspired look, as the scene shifts from monochrome to colour. Shifting into an interview format, Ranbir gives his take on the ‘Aawara Life’ and how the Reno14 Series brings those experiences to life.

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Published on June 29, 2025