G-SHOCK, the undisputed leader in tough and trendy timepieces, recently unveiled an inspiring new campaign titled ‘Rise Above the Shocks’ with its newly appointed brand ambassador, cricket star Shubman Gill. Marking a pivotal moment in G-SHOCK’s journey in India, the campaign taps into the resilient spirit of perseverance and aligns seamlessly with the brand’s 40-year global legacy of resilience.
The campaign reveal was led by Mr. Hideki Imai, Managing Director of Casio India, along with Mr. Eklavya Neogi, Head of Sales & Marketing Division at Casio India, and G-SHOCK’s Brand Ambassador, Shubman Gill. They unveiled a series of new films that showcase G-SHOCK’s dedication to crafting durable watches and Gill’s embodiment of physical and mental fortitude.
The campaign centers around the iconic GA-2100-1A1 watch from the 2100 series that represents a contemporary renaissance for G-SHOCK. With its sleek octagonal bezel and carbon core guard structure, the GA-2100-1A1 blends rugged durability with uber-stylish aesthetics. As seen in the campaign visuals, the all-black GA-2100-1A1 adorning Gill’s wrist is a hot favorite amongst both hardcore G-SHOCK fans and style-conscious watch enthusiasts.
The creative idea of “Rise Above the Shocks” celebrates the indomitable spirit of rising above challenges with determination. Blending cricket and stories of resilience with Gill as the face, the campaign connects with the Gen Z and millennial audiences while establishing G-SHOCK as a symbol of triumph over adversity.
On this momentous occasion, Hideki Imai, Managing Director, Casio India said, “We mark a pivotal moment in G-SHOCK’s journey in India, inspired by the core values of Absolute Toughness and the spirit of ‘never giving up’. As we celebrate our 40th anniversary globally, this campaign commemorates the brand’s pursuit of durability, imaginative design and stylish aesthetics.”
Shubman Gill also shared his excitement about joining the G-SHOCK family. He said, “G-SHOCK has made its mark among the Gen Z and Millennials for their stylish yet durable designs. As a cricketer, I understand the value of a good partnership, much like the durable ‘partnership’ between timekeeping and innovative design that G-SHOCK watches deliver.”
The event witnessed the presence of watch connoisseurs and influencers who marveled at G-SHOCK’s impressive 40-year legacy of innovation. With this campaign, G-SHOCK aims to inspire the next generation to persist through life’s challenges and emerge stronger, just like its iconic timepieces built to endure extremes.