MAM
Bosch’s latest campaign takes the struggle out of drying clothes
Mumbai: German home appliances company Bosch on Wednesday launched a digital campaign titled ‘Zero Effort, 100% Drying’. Highlighting the benefits of the brand’s automatic dryers, the quirky campaign shows how basic household chores like drying can be automated and made easier.
Conceptualised and executed by Taproot Dentsu, the ad film showcases an urban couple’s day-to-day ordeal of drying clothes manually. Bosch dryer comes to the rescue and effortlessly saves the day.
“We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don’t get a dryer, you are the dryer,” said Taproot Dentsu executive creative director Yogesh Rijhwani. “To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons.”
“We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying,” said BSH India CEO & MD Neeraj Bahl. “Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyse the mind shift.”
“The demand for premium products in India is increasing and we are looking forward to the vast possibilities for dryers in India and hope to replicate the global success of the category in the country,” he added.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
