As the rains wash over India, Crocs, the iconic global footwear brand, is making a splash of its own with the launch of its vibrant monsoon campaign, ‘Splash Your Style.’ Aimed squarely at the dynamic Gen Z crowd, the campaign is all about embracing the festive energy of the season through a powerful fusion of music, dance, and fashion. Crocs has collaborated with renowned dance group Quickstyle and a selection of popular Indian influencers like Shantanu Maheshwari, Ruhee Dosani, Sheetal Perry, and Aakash Thapa to drive home the message of unfiltered self-expression.
The ‘Splash Your Style’ campaign, which kicked off on June 20, 2024, unfolds across multiple platforms, including social media, digital spaces, retail, and e-commerce. Conceptualized and produced by Kulfi Collective, the campaign film showcases each artist joyfully dancing in the rain, decked out in Crocs customized with their favorite Jibbitz charms. Whether leaping into puddles, swaying by a bus stop, or grooving in a café, the dancers effortlessly mirror the spontaneous joy the rainy season brings. Set to a soulful rendition of Ritviz’s hit song ‘Barso,’ the movements and music perfectly encapsulate the energy and optimism of a monsoon day.
Crocs is positioning itself not just as a footwear brand, but as the go-to accessory for monsoon fashion—blending comfort, functionality, and self-expression. With ‘Splash Your Style,’ the brand is tapping into the excitement that comes with the rainy season, urging Gen Z to unleash their creative style while staying comfortable, no matter the weather.
Yann Le Bozec, Crocs’ VP of Marketing for EMEA/LATAM/INDIA and Hey Dude International, emphasized the significance of this campaign in reflecting the unique relationship between India’s monsoon season and its people. He explained, “Monsoon is not just a weather event; it’s a cultural experience that resonates deeply with our audience. Our campaign celebrates this lively season and reinforces our brand’s mission of promoting individuality and comfort. By collaborating with popular local figures and blending dance and music, we’ve created something truly authentic that speaks to Gen Z’s dynamic spirit.”
The authenticity of this campaign lies not only in its creative approach but also in its alignment with Crocs’ broader mission—encouraging people to express themselves freely and boldly. Each dancer, in their own unique style, brings out the fun, playful side of the monsoon, celebrating individuality while showcasing the versatility of Crocs footwear.
The driving force behind the campaign’s success is Kulfi Collective, known for pushing the boundaries of cultural storytelling. Mitali Sharma, VP of Production at Kulfi Collective, shared the thought process behind the campaign. “With ‘Splash Your Style,’ we aimed to blend the joy of the monsoon with the energy and individuality that Crocs embodies. By focusing on music, movement, and rain, we’ve created a film that not only showcases the versatility of Crocs but also taps into the very essence of Gen Z. This campaign is a perfect blend of culture and creativity, reflecting how brands can connect meaningfully with their audience.”
Through the lens of dance and self-expression, Kulfi Collective has successfully captured the spirit of Crocs and the vibrant energy of India’s youth. Each frame of the campaign reflects the passion and individuality that Crocs celebrates, creating a connection that feels both personal and universal.
‘Splash Your Style’ goes beyond just promoting footwear. It’s an invitation to Gen Z to embrace their authentic selves, celebrating both the joy of the season and the freedom of individual expression. Whether dancing through the rain or personalizing their Crocs with Jibbitz charms, the campaign encourages the young generation to embrace the rainy season with confidence and style.
By combining vibrant choreography, upbeat music, and relatable influencers, Crocs has struck a chord with Gen Z, turning a simple footwear campaign into a celebration of youth, individuality, and the sheer joy of the monsoon.
As Crocs continues to evolve, ‘Splash Your Style’ is a testament to the brand’s commitment to connecting with its audience in meaningful ways—offering not just comfort, but also a canvas for self-expression. And as the rain pours down, the message is clear: it’s time to splash, dance, and showcase your style.
