G-SHOCK launches the ‘Rise Above the Shocks’ campaign extension, following the Shubman Gill campaign, with four films showcasing diverse subcultures. Each film delves into the passion and talent of athletes and artists, from skateboarders’ gravity-defying tricks to the raw emotion of rap, portraying individuals who defy life’s challenges.
Emphasising its support for these subcultures, G-Shock India aims to forge deeper connections through these films, highlighting values like determination, creativity, and resilience that mirror the brand’s spirit.
Kapil Batra, National Creative Director, Wieden+Kennedy India commented, “It was really exciting to dive deep into the sub-cultures and understand the journey of each artist along with the nuances of each art form. We identified instances from their lives where they demonstrated a strong resolve and rose above the shocks. Each story aligned well with G-shock, a watch so resilient it can withstand any shock. Kudos to our partners, Raylin, and his team for bringing these stories alive in such an authentic manner.”
Talking about the campaign, Hideki Imai, Managing Director, Casio India, said, “It takes us immense pleasure to launch our follow up to ‘Rise Above the Shocks’ campaign with the TEAM G-SHOCK in India. As the brand continues to evolve, it is our steadfast endeavour to support and celebrate the young, talented individuals who fiercely embrace the ‘Never Give Up’ attitude, inspiring the Gen Z & Millennials across the country.”
“The TEAM G-SHOCK individuals are the true flagbearers in their respective fields, representing individuality, pushing boundaries, and embracing freedom. We are confident that each individual’s unique talents and stories of resilience and triumph will deeply inspire and connect with the Indian youth, fostering a profound connection between G-SHOCK and its wearers. As TEAM G-SHOCK ventures forth, it embodies the spirit of a rising new India, where fearless spirit meets passion, toughness meets talent, and challenges are conquered with unyielding resolve, added Imai.”
FILM 1-
Harith Noah, India’s highest-ranked Dakar Rally Athlete epitomising the indomitable spirit of Team G-SHOCK
FILM 2 –
Paradox embodies the bold and dynamic artistic expression of Indian Hip Hop with the bold aesthetics of black and gold G-SHOCK
FILM 3 –
The Skateboarding Crew, Urban Outlaws, featuring Sagar Waghela, Jay Singh, Nikhil Shelatkar, and Kushal Gaikwad, truly symbolise ‘Never Give Up’ spirit with G-SHOCK FILM
FILM 4 –
Arif Chaudhary (popularly known as Flying Machine), India’s B-Boyer reflecting the fusion of style and resilience.
Credits:
- Client: Casio India
- Agency: Wieden + Kennedy India
- Brand Team: Suneet Choudhury, Kumar Vaibhav, Yajur Nagi, Pallavi Agarwal, Shilpi Negi
- Creative Team: Kapil Batra, Prakhar Khandelwal, Rahul Dutta, Adithyan Shibu
- Account Management Team: Shreekant Srinivasan, Preksha Shinde, Advika Sharda
- Account Planning: Anirban Roy
- Director: Raylin Valles
