Crocs™, a global footwear brand, has introduced its new sandals campaign in India featuring all-female pop band W.i.S.H., as it expands focus on the sandals category with the launch of two new silhouettes — Saturday and Soho. The campaign positions comfort, versatility and self-expression as central themes for the spring-summer season.
Built around the brand’s global ‘Glad You Noticed’ narrative, the campaign highlights everyday style moments where footwear becomes part of personal expression. It aims to bring attention to casual, effortless dressing while reinforcing Crocs’ positioning in the lifestyle and comfort footwear segment.
The campaign places emphasis on Gen Z female consumers, with the new sandals range designed to align with preferences for lightweight construction, adaptable styling and all-day wearability. The Saturday Sandals have been positioned as the hero silhouette of the collection, supported by the Soho Sandals as part of the broader offering.
Both styles have been designed with Crocs’ signature comfort approach and are intended for spring-summer wardrobes and Indian weather conditions. The range also includes customisation options through Jibbitz™ charms, allowing consumers to personalise their footwear and reflect individual style choices.
The campaign film is fronted by W.i.S.H., an Indian pop band, and brings together elements of music, fashion and youth culture. The collaboration is intended to reflect confidence and ease in everyday styling, with the band’s presence adding cultural relevance to the campaign narrative.
Speaking about the campaign, W.i.S.H. said, “Crocs has been a part of our everyday lives for a long time, so fronting this campaign feels like a natural fit. What we’ve always loved about the brand is how effortlessly it blends comfort with personality. With sandals, that same ease and individuality comes through, making them perfect for the kind of everyday moments this campaign celebrates.”
Varun Sehgal, senior vice president and general manager, APAC, Crocs, said, “Sandals are an important focus area for us in India as we continue to evolve our portfolio to reflect changing consumer preferences and unlock new growth opportunities. With the launch of our new silhouettes, we are bringing fresh energy to the category, designed for a younger female consumer who is looking for style, versatility, and comfort in equal measure. This campaign allows us to build stronger cultural relevance for sandals while strengthening our connection with the next generation of Crocs consumers.”
The campaign will be rolled out through influencer partnerships, product seeding initiatives and in-store visual merchandising across retail touchpoints. Crocs aims to strengthen category visibility and engagement through a multi-platform approach during the summer season.
The collection is available through crocs.in, leading e-commerce platforms and more than 150 Crocs stores across India. The launch reflects the brand’s continued focus on expanding its product portfolio in India while aligning with evolving consumer demand for comfort-led fashion.
