A track by Goan artiste Tsumyoki is at the heart of a recent ad campaign that blends Bollywood and K-drama
ADITHI SHARMA | NT BUZZ
In a unique and unexpected cross-cultural collaboration, Crocs India has launched a new advertising campaign featuring Bollywood actor Siddhant Chaturvedi and South Korean actress Chae Soo-bin. For many, the collaboration marks a moment of cultural convergence—a K-drama star alongside a Bollywood heartthrob.
At the heart of the ad’s soundscape is ‘Pink Blue’, a song originally released in 2022—a collaborative effort between Goan artiste Tsumyoki (Nathan Joseph Mendes) and Delhi-based rapper, singer, songwriter, and producer, Bharg.
Reflecting on the creative process behind the song, Tsumyoki says, “For this track, I was just making a beat one day and since I see music as colours, this beat felt very pink/blue—which is something new for me. I sent the beat over to Bharg, he wrote a verse, then I wrote another; and when we put out the song, it went viral,” he shares.
Tsumyoki, who learned about the song’s inclusion in the recent campaign two months prior to the launch, was thrilled by the news.
“Seeing Siddhant Chaturvedi and Chae Soobin and my song playing in the background was very cool. I felt quite nice to be a part of this whole wave they’ve created,” he says, adding that the licensing deal itself followed a fairly standard industry process.
Notably, the track remained untouched for the advertisement. “There were no changes made to the song—they wanted to use the track just as it is,” says Tsumyoki.
For the Goan artiste, the feature marks a significant milestone—not just professionally, but also culturally. “It’s a huge campaign and a big thing for Goa,” he said. “A lot of artists from Goa and their music aren’t reaching these levels, so I’m happy I get to represent Goa on this scale. Bringing Goan music on K-drama and Bollywood stages is to see!”
When asked whether this high-profile campaign would shape his future work, he remains optimistic. “It’ll definitely help the song grow and I’m grateful to Goa that the song will only keep growing through this ad,” he says.
