Watch brand G-Shock roped in cricketer Shubham Gill as its brand ambassador as it launches a new campaign; ‘Rise Above the Shocks’ on the occasion of its 40th anniversary, the company announced in a release on Wednesday. The new campaign features the brand’s masterpiece watch, GA-2100-1A1.
The campaign unveiling was spearheaded by Hideki Imai, Managing Director of Casio India, along with Eklavya Neogi, Head of Sales & Marketing Division at Casio India, and G-Shock’s brand ambassador, Shubman Gill.
“Our campaign with Shubman Gill taps into the Indian ethos of perseverance and resilience, aligning seamlessly with G-SHOCK’s reputation for toughness and durability. As we celebrate our 40th anniversary globally, this strong synergy also commemorates the brand’s unwavering pursuit of precision, imaginative design, and stylish aesthetics in the watchmaking realm,” Imai said.
According to the release, the 2100 series represents a new-age renaissance in G-Shock as the series stands out with its contemporary design, featuring an octagonal bezel with slimmer construction and utilizing lighter materials like carbon core guard, which makes the watch high in aesthetics yet heavy in durability. This design caters to the preferences of a younger, fashion-conscious audience.
“I am excited to be a part of the G-Shock family. They have made a mark among the Gen Z and Millennials for their trendy yet durable designs. As a cricketer, I acknowledge the value of a good partnership. I believe G-SHOCK watches prove to be reliable in the ‘partnership’ of timekeeping, along with their innovative designs,” Gill said.
The brand held an event on Wednesday to unveil its new campaign and brand ambassador at The Lalit in New Delhi. The event included a special product showcase area highlighting G-Shock’s exclusive 40th-anniversary collections, the Masterpiece series, and other product lines, along with a life-sized GA-2100-1A1 installation.
Founded in 1983 by Kikuo Ibe, the brand has retailed over 100 million watches till date across 100 nations. It retails under Casio India Co. Pvt. Ltd. (CIC) in the country.