W+K has created three short ads for the watch brand.
The three ads will go live across channels including social media, OOH and OTT amongst others.
Hideki Imai, managing director, Casio India said, “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. Collectively, our mission is to celebrate the DNA of resilience and grit amongst the GenZ 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.”
Speaking about the campaign, 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 of 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.”