Crocs launched the ‘Splash Your Style’ campaign, coinciding with India’s monsoon season. The campaign aims to target Gen Z, focusing on self-expression through music and dance. The collaboration includes global dance enthusiasts Quickstyle, alongside Indian influencers Shantanu Maheshwari, Ruhee Dosani, Sheetal Perry, and Aakash Thapa, showcasing unique dance styles. Crocs’ spokesperson and Kulfi Collective’s spokesperson talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
The inspiration behind the ‘Splash Your Style’ campaign comes from the vibrant and culturally significant monsoon season in India, a time that brings out collective happiness and spontaneity. Crocs aimed to capture this seasonal delight by highlighting self-expression through music and dance, two mediums that strongly resonate with their target audience, primarily Gen Z. The campaign’s collaboration with global dance sensation Quickstyle and popular Indian influencers such as Shantanu Maheshwari, Ruhee Dosani, Sheetal Perry, and Aakash Thapa further amplifies this connection. These influencers, celebrated for their unique styles and vibrant personalities, embody the spirit of unfiltered self-expression that Crocs champions. The campaign aligns perfectly with Gen Z’s love for authenticity, individuality, and dynamic, engaging content, and the creators’ self expression through dance.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
The ‘Splash Your Style’ campaign’s creative journey began with the core idea of celebrating the monsoon season through dance and self-expression. Crocs partnered with Kulfi Collective on capturing the essence of the rainy season while highlighting Crocs’ iconic Classic Clogs and Jibbitz charms.
Ideation: The team identified dance and music as the primary elements to convey the joy and spontaneity of the monsoon. They decided to feature diverse dance styles to reflect the individuality and versatility that Crocs represents.
Casting: Selecting the right influencers was crucial. The team chose Quickstyle, a globally renowned dance group, along with popular Indian influencers who have a strong following among Gen Z. This blend of local and international talent was key to creating a campaign with global appeal.
Production: The campaign film was shot in various urban settings to showcase everyday moments transformed by the joy of rain. Each dancer wore colourful Crocs personalised with Jibbitz charms, adding a touch of individuality to their outfits. The special rendition of ‘Barso’ by Ritviz provided the perfect soundtrack, enhancing the film’s emotional and cultural resonance. The campaign has been rolled out across multiple channels, including social media, digital platforms, retail, and e-commerce, ensuring maximum reach and engagement. The hashtags #MonsoonWithCrocs and #SplashYourStyle were used to encourage audience participation and user-generated content.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
Creating a monsoon-themed campaign posed several challenges, primarily due to the unpredictable weather conditions. To address this, the production team maintained flexibility with their schedule, ready to adapt to sudden weather changes. In addition to this, shooting in a live location with a large crew and cast, was also a very tedious task. Capturing the genuine joy and spontaneity of the monsoon season was essential. The team fostered a relaxed and fun atmosphere on set, allowing the influencers to naturally express themselves through dance and interactions with the rain. Filming in the rain also presented technical challenges, particularly in protecting equipment and ensuring safety. The production team employed specialised equipment and took necessary precautions to handle the wet conditions. Through strategic planning and creative solutions, the ‘Splash Your Style’ campaign successfully came to life, embodying the spirit of the monsoon and resonating deeply with Crocs’ target audience.