Campaign India Team
Sep 29, 2023

Shubman Gill and G-Shock crush adversities with power

Watch the films conceptualised by Wieden+Kennedy India here

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.
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
Campaign India

Related Articles

Just Published

7 hours ago

Cannes Lions and Warc owner Ascential to be ...

Deal agreed by boards of Informa and Ascential but subject to regulatory and shareholder approval.

15 hours ago

If you want to be a creative agency, sell creativity...

To revitalise its Indian operations, the French agency wants to partner with brands that are genuinely eager to collaborate with it. The reason? Marcel prefers focusing on quality over quantity, prioritising meaningful relationships over numerous office openings.

16 hours ago

Google parent Alphabet beats Q2 earnings predictions

The tech giant has beaten Q2 revenue and profit estimates driven by strong ad sales and its cloud unit, and says that its AI investments are “driving new growth.”

17 hours ago

Pringles splits with Grey as it ends 27-year ...

Kellanova, which owns the brand, launched a creative review earlier this year, resulting in a move away from incumbent agency Grey.