MAM
Pinky promise wins big as sustainability campaign inspires green living
MUMBAI- Sustainability just got a creative twist, thanks to the Pinky Promise campaign, an innovative concept by Rahul Rudra and Abhishek Kaddi of Ogilvy, which has been crowned the winner of the International Advertising Association (IAA) and Indian Merchants Chamber’s (IMC) sustainability campaign contest.
The campaign takes a light-hearted yet impactful approach to inspiring individuals to embrace eco-friendly habits in their daily lives. By celebrating the small yet significant steps toward sustainability, Pinky Promise turns conscious living into second nature, no extra effort required.
“When individuals remember each small gesture that can make the planet a greener place, they automatically carry that feeling into other aspects of their life. And that’s how a movement begins,” said IAA president Abhishek Karnani.
For the winning duo, sustainability and creativity share a common thread, both thrive when they blend seamlessly into everyday life. “The best ideas often come when you’re not trying too hard, like on the toilet in this case,” joked Rahul Rudra and Abhishek Kaddi. “And the best sustainable practices are those that fit naturally into your routine. That’s exactly what Pinky Promise is all about.”
With its quirky charm and meaningful message, Pinky Promise is set to spark a movement one small, sustainable step at a time.
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.
