Aiming to inspire through fashion, Splash is uniting diverse cultures through its current campaign titled ‘Love Unites’.
The theme of the latest collection has a maximalism undertone, concentrating on embellishments, denim, and biker stud details. The essence behind the collection is to inspire people to harness change and spread positivity at a time when humanity has taken a hit. We had a chat with the CEO of Splash, Raza Beig, where he explains the significance of the campaign.
WTM: What are some of the previous issues that have been addressed through Splash fashion campaigns?
RB: This year we are moving on from being an aspirational brand to a more inspirational brand. We had had a successful stint with celebrities and this seemed to be the right direction considering the unrest in the world. Love, the emotion, has always had a strong presence in our campaigns in the past with ‘Love fashion’ and ‘In Love with Fashion’. This time around, we took up the issue of unity amongst diversity, surpassing all the barriers of caste, creed and race to create a campaign that inspires people and provokes thought.
WTM: How did you decide on the new ‘Love Unites’ campaign? What is the significance of it for Splash?
RB: My team and I always brainstorm every step we take to help the brand progress. I had multiple meetings with my agency and after many sessions, zeroed down on ‘Love Unites’, a campaign that truly embodies what the brand is looking to achieve and the message we intend to spread. We have six international models featured in the imagery which best represents the diversity. There is so much unrest in the world, we wanted to take on a route of inspiring people to be the change and spread positivity and love at a time when humanity has taken a hit.
WTM: What is the significance of this campaign for the Middle East?
RB: The Middle East has made a mark for itself on the world map as a huge melting pot of nationalities, which means living harmoniously with differences in traditions, thoughts and beliefs. A campaign that advocates the idea of everyone coming together, embracing the differences and uniting for love makes this a very relevant campaign. We strongly believe that, through the language of fashion, we can make a difference and pitch to unite people on a common front.
WTM: We understand that the campaign will be interactive, please explain some ways through which it will help people connect with each other?
RB: The campaign will be releasing across the MENA region, India, Pakistan and Sri Lanka through a 360-degree communication strategy which will include out of home, print, radio and TV. Digital campaigns will be the driving force of ‘Love Unites’ with the aim to connect and unite people through interactions with the brand and subsequently with each other.
WTM: How were the models chosen?
RB: We chose models who culturally represented their heritage. These top models from across the globe reiterate our message of fashion transcending boundaries of caste, colour and creed.
WTM: What are the trends of the collection?
RB: The collection comprises tailored and oversized silhouettes with a mod appeal and the grunge maximalism that is youth-centric. Splash caters essentially to an age group of early teens to mature working individuals so 14-35 year olds.