Wieden + Kennedy’s G-Shock Campaign Presents a Unique Perspective on Emerging Subcultures

G-SHOCK launches “Rise Above the Shocks” campaign expansion, a follow-up to the Shubman Gill campaign, with four films showcasing various subcultures. Each film delves into the passion and talent of athletes and artists, from the gravity-defying tricks of skateboarders to the raw emotion of rap, depicting individuals who defy life’s challenges.

Highlighting its support for these subcultures, G-Shock India aims to forge deeper connections through these films, highlighting values ​​such as determination, creativity and resilience that reflect the spirit of the brand.

Kapil Batra, National Creative Director, Wieden+Kennedy India, commented: “It was really exciting to dive deep into the subcultures and understand each artist’s journey as well as the nuances of each art form. We identified moments in their lives where they showed strong determination and overcame shocks. Every story fits well with G-shock, a watch so durable it can withstand any shock. Congratulations to our partners, Raylin, and his team for bringing these stories to life in such an authentic way..”

Commenting on the campaign, Hideki Imai, Managing Director, Casio India, said: “It is with great pleasure that we launch our follow-up to the “Rise Above the Shocks” campaign with TEAM G-SHOCK in India. As the brand continues to evolve, we continually strive to support and celebrate talented young individuals who fiercely embrace the “Never Give Up” attitude, inspiring Gen Z and millennials across the country..”

“The members of TEAM G-SHOCK are the true standard bearers 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 India’s youth, thereby fostering a deep bond between G-SHOCK and its wearers. “As TEAM G-SHOCK ventures, it embodies the spirit of a new rising India, where fearless spirit meets passion, tenacity meets talent and where challenges are overcome with determination unwavering,” Imai added..”

MOVIE 1-

Harith Noah, India’s top-ranked Dakar Rally athlete, embodying the indomitable spirit of Team G-SHOCK

MOVIE2 –

Paradox embodies the bold and dynamic artistic expression of Indian hip hop with the bold aesthetic of the black and gold G-SHOCK.

MOVIE 3 –

The Skateboarding Crew, Urban Outlaws, comprising Sagar Waghela, Jay Singh, Nikhil Shelatkar and Kushal Gaikwad, truly symbolizes the spirit of “Never Give Up” with G-SHOCK FILM.

MOVIE 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
• Star 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