Ad Campaigns
Crocs launches third edition of “Come As You Are” campaign
MUMBAI: Crocs Inc, a global innovative casual footwear brand for women, men, and children has launched the third year of its “Come As You Are” marketing campaign. Global brand ambassadors, including award-winning actress, singer-songwriter and director Zooey Deschanel, along with British actress Natalie Dormer will encourage consumers to declare that being yourself, being comfortable and looking stylish are not mutually exclusive.
For the campaign’s official launch, Crocs has released a video that highlights just how easy it is to be comfortable in your own shoes. Crocs’ most popular products and collections will be showcased throughout the campaign, including LiteRide™, Crocband Platform, Crocs Serena, Swiftwater™ and, Classic Clog
Crocs chief marketing officer Terence Reilly said, “As we enter our third year of ‘Come As You Are,’ we are evolving not only our message and cast but the entire look and feel of our marketing campaign. Crocs is making a bold declaration that you can have both style and comfort no matter who you are or where your life takes you.”
Deschanel and Dormer are joined by Chinese actress, dancer, and model Gina Jin, South Korean actress, and gugudan girl-band member Kim Se-Jeong, and Japanese actress and model Suzu Hirose for the year-long campaign.
“Because comfort comes in many shapes and sizes, our global brand ambassadors will wear and talk about some of our most popular styles in settings that are relevant to their interests and personalities,” Reilly said.
“Come As You Are” will be seen through various digital, social, print and in-store marketing materials with a specific focus on the United States, Germany, China, Japan, and South Korea. In addition, Crocs will be on the lookout for a 2019 Crocs Fan Ambassador who can show us how they embrace “Come As You Are” and wear Crocs to pursue their passions,” concluded Reilly.
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.
