New Campaign by G-SHOCK Showcases 40-Year Legacy with Rising Star

September 21, 2023


"In a bold stride that celebrates resilience, G-SHOCK introduces its latest campaign, 'Rise Above the Shocks,' featuring the brand's Ambassadors, Shubman Gill. With a remarkable four-decade legacy, G-SHOCK redefines the conventional notion of watchmaking. This campaign brings forth a series of captivating visuals, seamlessly merging G-SHOCK's unwavering dedication to crafting robust and trendsetting timepieces with Gill's compelling persona, embodying both physical resilience and mental fortitude.

The unveiling of this campaign was orchestrated by G-SHOCK's Managing Director, Hideki Imai, alongside Eklavya Neogi, Head of Sales & Marketing Division at Casio India, and Shubman Gill himself.

The 2100 series heralds a new era for G-SHOCK, laying the foundation for the brand's illustrious 40-year journey in the realm of horology. This series distinguishes itself with a contemporary design, featuring an octagonal bezel with a sleeker profile and the use of cutting-edge materials such as the carbon core guard, fusing aesthetics with durability. This design caters to the preferences of a younger, style-conscious audience. These attributes render the 2100 series an irresistible choice for individuals who value both ruggedness and fashion.

The GA-2100-1A1, the watch adorned by Gill in the campaign, epitomizes the essence of the 2100 series and has gained immense popularity among both newcomers and seasoned G-SHOCK enthusiasts.

The core theme of "Rise Above the Shocks" revolves around the celebration of unwavering individuals who triumph over challenges and adversities with grit, much like the iconic G-SHOCK watches that endure shocks and extreme conditions. This creative concept weaves together the spirit of cricket, tales of resilience, and digital engagement, with Shubman Gill at the forefront to resonate with watch and streetwear enthusiasts, positioning G-SHOCK as a symbol of resilience, style, and triumph.

Hideki Imai remarks, “Our 'Rise Above the Shocks' campaign featuring Gill resonates with the Indian ethos of perseverance and resilience, perfectly aligning with G-SHOCK's reputation for toughness and durability. As we celebrate our 40th anniversary on a global scale, this powerful synergy also commemorates the brand’s unwavering commitment to precision, innovative design, and stylish aesthetics in the world of watchmaking. We are thrilled to lead this campaign with Gill, a reigning Youth Icon in the cricketing world, who embodies the same unyielding character that our timepieces represent. Together, our mission is to inspire the next generation of resilience and determination among Gen Z and millennials in India, serving as a symbol of their ability to overcome life's trials and emerge stronger and brighter, much like the G-SHOCK brand.”

Shubman Gill states, "I am delighted to be a part of the G-SHOCK family. They have left an indelible mark among Gen Z and Millennials with their trendy yet durable designs. As a cricketer, I understand the significance of a strong partnership. A reliable partnership can change the course of the game. I believe G-SHOCK watches prove their reliability in the 'partnership' of timekeeping, alongside their innovative designs. It is this shared belief that fills me with enthusiasm about this collaboration."

"Gill has triumphed over challenges, emerged victorious, and defied stereotypes to earn his title. In a similar vein, the G-SHOCK watch has earned its reputation as one of the sturdiest timepieces for good reason. Its durability is a result of rigorous testing and an exceptional ability to withstand any shock. We thoroughly relished working on this campaign, which celebrates the shared capacity of Gill and G-SHOCK to conquer any challenge, presented in a visually captivating manner," shares Kapil Batra, National Creative Director at Wieden + Kennedy India.

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