Wieden+Kennedy India has unveiled a campaign themed ‘Rise Above The Shocks’ featuring cricketer Shubhman Gill.
White Ball Player
Balls’ Turn
Sledgehammer
The films speak about the resilience of the cricketer in the face of challenges. When people sledge, his bat becomes a sledgehammer and does the talking. When he gets hit by a ball, he turns the tables – it’s the ball that takes his hitting from then on. Those who dismissed him as a white ball player turned red when he scored at the Gabba. Adopting an intense tone, the brand brings to life its ‘Rise above the shocks’ message.
The campaign will go live across channels including social media, OOH and OTT.
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.”
Kapil Batra, National Creative Director, Wieden+Kennedy India, said, “Shubhman 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 Shubhman’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.”
Credits
Client Team: Suneet Choudhary, Shilpi Negi, Yajur Nagi, Kumar Vaibhav Creative Agency: Wieden+Kennedy India
Creative Team: Santosh Padhi (Paddy), Kapil Batra,Vaibhav Pandey, Rodrigues Robert, Prakhar Khandelwal, Anirban Sengupta, Pawas Aakrsh, Jasakaran Singh, Manpreet Singh Account Management Team: Shreekant Srinivasan, Preksha Shinde, Raghav Bahl Planning Team: Anirban Roy, Pulkit Verma, Tarini Ravikumar
Production house: 10 Films
Director: Raylin Valles
Producers: Shouvik Basu, Apratim Bhatnagar
Feedback: [email protected]
