The vibrant heart of Mumbai throbbed with anticipation as G-SHOCK, the epitome of unbreakable watches, joined forces with Vh1 India to unveil SHOCK THE WORLD on December 16th, 2023. Culminating a year of global events, this spectacle celebrated G-SHOCK’s 40-year legacy of resilience and innovation.
Led by Bollywood icon and G-SHOCK ambassador Vicky Kaushal, the event fused emerging youth street cultures with innovation, resilience, and style. It was a momentous experience for G-SHOCK loyalists, fans, and enthusiasts alike.
Founded by visionary Kikuo Ibe four decades ago, G-SHOCK has evolved into a global sensation, seamlessly blending cutting-edge technology with Japanese craftsmanship. It transcends being just a watch brand, resonating across fashion, sports, art, music, and more.
The event showcased Vicky Kaushal as the face of G-SHOCK, alongside Kikuo Ibe, Mr. Shigenori Itoh, and Mr. Hideki Imai. They engaged in a captivating dialogue, reflecting on G-SHOCK’s journey and unveiling TEAM G-SHOCK in India, featuring athletes and artists embodying ‘Absolute Toughness.’
SHOCK THE WORLD lived up to its name with jaw-dropping feats by Kikuo Ibe, displaying the rugged durability of G-SHOCK watches. The night continued with electrifying performances by TEAM G-SHOCK members, including a concert by KR$NA and DJ sets by Kayan and OG Shez.
Hideki Imai, Managing Director, Casio India, expressed enthusiasm, emphasizing G-SHOCK’s commitment to empowering youth culture globally. Vicky Kaushal echoed this sentiment, highlighting the brand’s impact on shaping global youth culture.
Kikuo Ibe, the Father of G-SHOCK, shared his excitement about the event, praising India’s dynamic youth. The event showcased G-SHOCK’s enduring legacy through Experiential Zones, featuring product history, innovations, and subculture inspirations.
The G-SHOCK VAULT displayed iconic models, including the first-ever DW-5000C, the thermo sensor-equipped DW-6100, and the tough solar DW-9300. Produced by Viacom 18 Live, SHOCK THE WORLD immersed attendees in G-SHOCK’s evolution, celebrating the brand’s toughness, authenticity, and differentiated experience.
The event marked a milestone in G-SHOCK’s history, bridging its past, present, and future. Since its inception in 2008, SHOCK THE WORLD has evolved into an eagerly awaited street culture spectacle. In Mumbai, it reached new heights, affirming G-SHOCK’s 40-year legacy of innovation and resilience, inspiring and redefining the world of timekeeping.
Quick Chat with Mr. Hideki Imai – Managing Director, Casio India
Ex. Could you provide an overview of Casio India’s recent growth trajectory?
Hideki: Overall, from April to November, we’ve witnessed a 29% increase in recent times and being specific about G-SHOCK, we’ve witnessed 49% growth, and even the consolidated profit is in double digits.
Ex. With the impressive selection of Shubman Gill and now Vicky Kaushal as G-SHOCK brand ambassadors in India, could you shed light on what led Casio India to select them as the brand ambassador for G-SHOCK in India?
Hideki: The reason behind selecting Shubman Gill and now Vicky Kaushal as the brand ambassador for G-SHOCK is simple. They’re physically and mentally very tough, which syncs with our brand, the DNA of G-SHOCK.
Ex. What does Casio India envision for the future?
Hideki: India is poised to contribute to the growth of various sectors. We aspire to enrich people’s lives and actively contribute to social and cultural development. Through these initiatives, we aim to expand our business. Currently, we are focusing on three key strategic pillars. The first is local manufacturing; this year, we commenced local manufacturing for metal and watch categories, with plans to expand further in the future. The second pillar involves G-SHOCK expansion, where we seek to enhance and strengthen G-SHOCK’s brand equity. Lastly, our third pillar is the expansion of retail, specifically through exclusive brand outlets. Presently, we have a total of 60 exclusive brand outlets, and our goal is to increase this number to 250 within the next three years. This expansion will enable us to deliver a rich brand experience to our target consumers.