G-Shock has rolled out a campaign to highlight its new brand ambassadors and underscore its ‘absolute toughness’ ethos.

Along with its existing ambassador, cricketer Shubman Gill, its new members are Harith Noah (Dakar rally athlete), Paradox (rapper), Urban Outlaws (Skateboarding Crew) and Arif Chaudhary (B-Boyer) for its team G-Shock.

Conceptualised by Wieden+Kennedy, the ad films spotlight the resilience, creativity, and toughness defining the brand, featuring the new team G-Shock members excelling in their fields while embodying its enduring spirit. The films convey that individual achievements form a collective narrative of resilience and determination, highlighting how each member has turned their passion into a groundbreaking career, overcoming trials to pioneer their domains. Each athlete proudly wears a G-Shock watch, symbolising their unique identity and commitment to ‘never give up.’

The first film highlights Noah's journey from a childhood passion to a trailblasing career in Motorsports. It illustrates his resilience through numerous crashes, burns, and ups and downs, ultimately reaching the pinnacle of rally racing in India. The film concludes by connecting Noah's pursuit of excellence with the G-Shock Mudmaster GG-1000-1A3.

The second film features the rapper Paradox, showcasing his rise to fame by securing the first runner-up title on MTV Hustle 2.0. Paradox epitomises the bold and dynamic spirit of Indian Hip Hop, paired with the striking black and gold aesthetics of the G-Shock GA-140GB-1A1.

The third film, featuring the skateboarding crew Urban Outlaws—comprising Sagar Waghela, Jay Singh, Nikhil Shelatkar, and Kushal Gaikwad—demonstrates their groundbreaking efforts in a sport that is not yet a mainstream counter-culture phenomenon in India. They influence urban sports, street culture, and streetwear fashion, embodying the brand's spirit through the G-Shock DW-5600BB-1A1.

The fourth film with Arif Chaudhary, popularly known as Flying Machine, showcases his resilience and determination in turning his passion for B-Boying into a career. It highlights his achievement as the first Indian to represent the country at the Red Bull BC One final, aligning his fusion style and resilience with the G-Shock GA-2100-1A1.

What we think about it: The films strike a blend of storytelling and brand ethos. By featuring inspirational figures it vividly illustrates the core values of resilience and toughness through captivating personal narratives. The compelling visuals and authentic stories effectively engage and resonate with the youth, cementing G-Shock's position as a symbol of unyielding spirit and determination.

Hideki Imai, managing director, Casio India, said, “It takes us immense pleasure to launch our follow-up to ‘Rise Above the Shocks’ campaign with the team G-Shock in India. As the brand continues to evolve, it is our steadfast endeavour to support and celebrate the young, talented individuals who fiercely embrace the ‘never give up’ attitude, inspiring the Gen Z and millennials across the country. The team G-Shock individuals are the true flagbearers 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 the Indian youth, fostering a profound connection between G-Shock and its wearers. As team G-Shock ventures forth, it embodies the spirit of a rising new India, where fearless spirit meets passion, toughness meets talent, and challenges are conquered with unyielding resolve.”