MAM
Crocs turns the ordinary on its head with a wonderfully unordinary step
MUMBAI: Crocs is kicking off its next chapter by celebrating everything that refuses to fit the mould. The global casual footwear major has unveiled Wonderfully Unordinary, a new worldwide brand platform that marks a shift from simply belonging to boldly becoming.
For Crocs, this is more than a fresh campaign. It is the brand’s first global, omnichannel push since Come As You Are debuted in 2017, and signals a deeper, more future-facing conversation with a younger generation that sees the world through its own lens.
If Come As You Are was an open invitation to authenticity, Wonderfully Unordinary goes a step further. It leans into growth, self-expression and transformation, positioning Crocs as a catalyst for seeing the everyday anew. The idea is simple but pointed: the ordinary can feel extraordinary when experienced on your own terms.
The platform launches with a 90-second hero film that feels more like a sensory jolt than a traditional brand ad. Created with creative agency Flower Shop and directed by Adam Berg of Smuggler, the film was shot in São Paulo and features professional dancers cast as mannequins who come alive through striking visual effects. Movement, emotion and awakening take centre stage, mirroring the brand’s belief in instinct and lived expression over polish.
Crocs’ chief marketing officer Carly Gomez said the brand has long been about joy in everyday life, a sentiment that resonates strongly with a generation learning to trust its instincts and tune out the noise. The new platform, she noted, is designed to reflect how today’s consumers experience the world differently and shape their own narratives.
Wonderfully Unordinary made its global debut on January 29 and is the first chapter in a story that will roll out through 2026 and beyond. The platform will extend across product storytelling, digital and social content, influencer partnerships, retail experiences and out-of-home campaigns, creating a unified global presence.
At a time when culture often feels trapped in algorithm-driven sameness, Crocs is betting on real moments: dancing without choreography, stopping to smell flowers, discovering joy in the unscripted. The message is deliberately unpolished and refreshingly human.
As the brand steps into this new era, Crocs is making its stance clear. You do not need to have everything figured out. You just need to be yourself. And in a world chasing perfection, that, according to Crocs, is wonderfully unordinary.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
