MUMBAI: Bestseller India has tapped Sumit Dhingra as its new country director, poaching the fashion veteran from footwear phenomenon Crocs where he most recently headed operations across India, southeast Asia, the Middle East, and Africa.
Dhingra brings over two decades of fashion and lifestyle industry expertise to the Danish clothing company, with a CV that reads like a who’s who of retail powerhouses. His appointment signals Bestseller’s determination to put its best foot forward in the burgeoning Indian market.
Before making waves at Crocs, Dhingra cut his teeth at several fashion heavyweights, including a near-decade stint at Arvind Fashions Ltd where he served as senior vice president and chief executive for Arrow, Izod and Aéropostale. He previously held leadership positions at United Colors of Benetton India and Aditya Birla Fashion and Retail.
Bestseller chief executive Anders Holch Povlsen highlighted India’s strategic importance to the company’s global ambitions and welcomed Sumit to the company.
Dhingra appears ready to hit the ground running, with plans to expand Bestseller’s market presence, jazz up the customer experience, and drive sustainable growth in what industry insiders describe as a “transformative phase” for the company’s Indian operations.
With brands like Jack & Jones, Vero Moda, and Only in its portfolio, Bestseller will be banking on Dhingra’s proven track record of brand building and retail expansion to stitch up a larger share of India’s fashion market. Fashion watchers will be keen to see if he can work the same magic that made Crocs’ distinctive footwear impossible to dodge on Indian streets.
Mumbai: Celebrating the vibrancy of Holi, Crocs, the footwear brand renowned for its unparalleled comfort and style, has marked a significant milestone today by unveiling its thematic campaign for Holi in India. Featuring new brand ambassadors Vedang Raina and Rasha Thadani, the campaign embraces the spirit of #ComeAsYouAre, celebrating individuality and self-expression, combined with the collective jubilation of Holi – a festival that epitomizes hues of togetherness and joy. Crocs, with its iconic Classic Clog and Jibbitz charms, becomes the canvas for this expression, embodying the very spirit of the festival.
Conceptualized and produced by Supari Studios, the campaign film features Vedang and Rasha in a spirited celebration. From friendly excitement to spontaneous dance-offs, the film seamlessly highlights the functionality and style of Crocs as the perfect accessory for a festival like Holi. Amidst a joyous montage of thandai, jalebis, and festive revelry, the video concludes with Crocs adorned in Holi colours, symbolizing the aftermath, as Rasha, Vedang, and their friends relax. Crocs inaugural Indian Holi campaign underlines the continuous brand effort to grow its cultural relevance in the country.
Commenting on the vision behind Crocs’ new campaign, Crocs vice president and general manager, India, Middle East and Africa Sumit Dhingra said, “We are elated to launch our latest thematic campaign amidst the vibrant festivities of Holi. Holi, being deeply cherished by Indians, embodies the values of colour, vibrancy, and togetherness, perfectly aligning with Crocs’ ethos. Our campaign, with Vedang Raina and Rasha Thadani, is an integral part of creating a connection to our consumers in India and we sincerely hope it strikes a chord with those who believe in self-expression and painting their own canvases with joy.”
Rasha Thadani too expressed her excitement around the film, saying, “Holi has always been close to my heart for many reasons and the memories associated with it are always joyful. Being on set for this video has been both a personal and professional joy. Vedang and I had an absolute blast and it felt like I had gone back to my childhood, especially with the Jibbitz, it felt like I was a 5-year-old in candyland. I am elated that the campaign is finally out for audiences to see, and I hope it reaches the hearts and minds.”
Adding on, Vedang Raina said about this bright new venture, “Shooting the campaign was an absolute delight and brought in a strong sense of nostalgia for both Rasha and me. I think what’s so special about it is both Holi and Crocs are harmonious in the values of celebration, togetherness and liveliness. The ideologies go hand in glove with each other and I hope the fun we had on set, translates into happiness for the viewers.”
“This campaign is a celebration of friendship, fun, and festive spirit, highlighting not only the joy of Holi but also the remarkable functionality, durability, and style of Crocs. We’re thrilled to have collaborated with Crocs to unveil a thematic campaign championing self-expression and togetherness, and offering a bold style statement for the festive season” adds Supari Studios VP-content production Mitali Sharma.
Going live on 15 March 2024, the Crocs Holi campaign will be available across social, digital, Retail and e-comm channels.
