Ad Campaigns
Crocs builds on to the Indian festive fervour with its latest campaign
Mumbai: Crocs, the global footwear icon known for its unmatched comfort and style, joyfully embraces the festive spirit with the launch of its ‘Share the Joy’ campaign, featuring rising Bollywood stars and #CrocsSquad members Vedang Raina and Rasha Thadani. Rooted in the festive spirit of togetherness and celebration, the campaign captures the magic of the season through a vibrant lens, blending the warmth of friendships, the excitement of traditions, and the joy of personal expression through Crocs and Jibbitz charms. By infusing festive moments with a bold, fresh take on fashion, Crocs invites everyone to step into the season with style, individuality, and boundless joy.
In the campaign’s lively hero video, the cast lights up a festive house party with stylish fit checks, playful moments, spontaneous selfies and endless celebrations. Set to the catchy beats of “Gulzar” by Natania featuring Subhi, the video fuses tradition with spontaneity, encouraging everyone to embrace the essence of the season. Gen Z influencers like Riya Kohli, Pratiksha Shetty, and Joan Rai further amplify the festive joy, pairing Crocs and their unique Jibbitz with effortless charm, and proving that Crocs can elevate any style—whether it’s Indo-Western or traditional. This campaign captures the heart of the brand—bold, expressive, and full of spirit—reminding everyone that the festive season is about sharing moments, laughter, and personal style in a way that feels true to who you are.
Crocs ROW & Hey Dude International marketing vice president Yann Le Bozec shared: “The festive season is such a special time in India- a wonderful celebration and an incredible expression of people’s joy, individuality, and connection. With our ‘Share the Joy’ campaign, we’re pushing the boundaries of festive fashion by encouraging audiences to playfully experiment, elevate and embrace their authentic style with Crocs. Our goal is to show how versatile Crocs can be, adding instant style and comfort to any outfit. With the addition of our Jibbitz™ charms, we aim to inspire others to create their vibrant looks while capturing the true spirit of celebration and self-expression.”
Conceptualised and produced by Kulfi Collective, the campaign film is bold, fun, and full of personality- it seamlessly blends the familial charm with a youthful, energetic vibe, and embodies everything that makes Crocs unique.
Kulfi Collective co-founder and chief creative officer Akshat Gupt said, “We wanted to capture the essence of the festive season in a way that celebrates both the warmth of tradition and the excitement of modern self-expression. The ‘Share the Joy’ campaign captures all this magic and fun while keeping the youthful and bold spirit of Crocs at its heart. We’re excited to have collaborated with Crocs again to showcase the brand as the ultimate accessory to express one’s unique style.”
Having gone live on 9 October 2024, Crocs’ ‘Share the Joy’ campaign has been brought to life via an integrated campaign across social, digital, Retail and e-commerce channels.
Crocs India encourages everyone to share their unfiltered festive moments using #ShareTheJoy and #FestiveWithCrocs.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
