G-Shock has rolled out a three-film campaign featuring cricketer Shubman Gill.
Conceptualised by Wieden+Kennedy India, the three films reveal how Gill's spirit and toughness has taken on the doubters, linking it to the strength of a G-Shock.
In one film he reveals how he responded to people who doubted his ability to play Test cricket with a knock that helped India beat Australia at the Gabba (Brisbane) in 2021.
The other films follow a similar narrative to show how he responded to a ball hitting him and also how some believed he was more style than substance.
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 Gen Z 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, "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 - 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.”
The campaign is spread across social media, OOH and digital.