Moving Apart: Fashion brand Splash and Salman Khan part ways

Splash, the UAE’s most recognised homegrown fashion brand has parted ways with its celebrity face, Salman Khan. Khan has been the face of the brand’s campaign since 2013.

The company has changed its marketing strategy and also, the actor’s contract of three years came to an end. However, as Splash CEO, Raza Beig reiterated, the Bollywood star would continue to be a part of the ‘family’. Khan’s Being Human brand of apparel is retailed by Splash. It is one of the bestselling brands of the company and so, it will not be taken off the shelf.

The new Splash campaign will run under the theme ‘Love Unites’ and will focus especially on diversity. The target will be multi-cultural consumers. In fact, the campaign has been shot such –using models from different ethnicities – that it connects with people from all over the world. As Beig points out, the message given out is that of fashion unites despite all the differences. The campaign has been shot by Splash collaborator Tejal Patni.

Splash operates 220 stores across the GCC and even in India and Pakistan. It has its headquarters in Dubai and is one of the region’s largest fashion retailers and also a part of the Landmark group. The brand is known for its bi-annual fashion shows in Dubai and its yearly calendar launch.