G-Shock India launches new brand campaign ‘Rise Above the Shocks’

Wieden+Kennedy India, unveils 'Rise Above The Shocks,' a compelling campaign designed to encourage individuals to tackle adversities with unwavering determination and resilience. Embodying G-SHOCK's ethos of constant evolution and Shubman Gill's relentless spirit, the campaign portrays the GA-2100 series as a symbol of survival in the face of challenges. The campaign celebrates the collaboration of these two entities with 3 impactful films.

The campaign will go live across channels including social media, OOH and OTT amongst others. Hideki Imai - Managing Director, Casio India said “ We mark a pivotal moment in the journey of G-SHOCK in India, inspired by the core values of Absolute Toughness and the spirit of ‘never giving up’. Our 'Rise Above the Shocks' campaign with Shubman Gill taps into the Indian ethos of perseverance and resilience, aligning seamlessly with G-SHOCK's reputation for toughness and durability. We couldn't be happier to spearhead this campaign with the reigning Youth Icon from the cricketing world, Shubman Gill, who embodies the same unyielding character emblematic of our timepieces. Collectively, our mission is to celebrate the DNA of resilience and grit amongst the GenZ and millennial audiences in India by being a talisman for their ability to persist through life’s trials and emerge stronger and brighter, just like the G-SHOCK brand.” Speaking about the campaign, Kapil Batra - National Creative Director, Wieden+Kennedy India said - "Shubman is called ‘The Prince of Indian Cricket’, for a reason. He has overcome challenges, won battles, and shattered perceptions to earn this title. In a similar vein, the G-SHOCK has gained its reputation as one of the toughest watches for good reason. Its toughness is a result of rigorous testing and an exceptional ability to endure any shock. We thoroughly enjoyed working on this campaign. It's a celebration of Shubman's and G-Shock's shared ability to rise above any shock, presented in a visually captivating way, by the filmmaker Raylin Valles and his team at 10 Films.”

Shreekant Srinivasan - Head of Business, Wieden+Kennedy India said - “At Wieden + Kennedy we help brands discover the power of their voice, and that’s what we want to achieve with ‘Rise above the Shocks’. Working around the business challenge of making an iconic brand relevant to the Gen-Zs of India, this campaign aims to position the brand as more than just timepieces; but as fashion statements and symbols of individuality.”