Mumbai: The heart of Mumbai pulsated with excitement as G-SHOCK, the trailblazing force in unbreakable watches, in collaboration with Vh1 India, brought Shock the World to India on 16 December 2023. This global phenomenon, which was held in major cities around the world throughout the year, concluded 2023 in Mumbai.
Marking G-SHOCK's 40-year legacy of resilience and innovation, the event was led by Bollywood actor and G-SHOCK brand ambassador Vicky Kaushal, and witnessed the convergence of the emerging youth street cultures with innovation, resilience, and style, creating an unforgettable experience for the G-SHOCK loyalists, fans, watch enthusiasts and audiences alike.
Four decades ago, a visionary named Kikuo Ibe dared to dream of crafting an indestructible timepiece. After overcoming numerous challenges, he triumphed in giving birth to G-SHOCK, a brand that has now gained a global sensation. Over the past 40 years, G-SHOCK watches have seamlessly adapted to incorporate cutting-edge technology and meticulous Japanese craftsmanship, consistently pushing the boundaries of what a timepiece can be. Today, G-SHOCK has transcended beyond being just a watch brand; it has become a cultural icon, resonating with individuals from various genres such as fashion, sports, art, music, and more, who value toughness and authenticity.
The event celebrated the actor Vicky Kaushal as the Face of G-SHOCK in the esteemed presence of Kikuo Ibe - the Father of G-SHOCK, Shigenori Itoh - executive managing officer, Casio Computer Co., Ltd and Hideki Imai - managing director, Casio India. Together, they engaged in a captivating dialogue, sharing insights into the evening's proceedings, reflecting on the brand's remarkable journey, and offering a glimpse into the exciting future of G-SHOCK. The additional highlight of the event was the unveiling of the first-ever team G-SHOCK in India which includes a stellar assembly of athletes and artists who embody the epitome of ‘Absolute Toughness’. The young Cricketing Icon, Shubman Gill would be leading the pack along with the distinguished rally racer, Harith Noah, freestyle rapper and MTV hustle runner-up, Paradox, the skateboarding crew with The skateboarding squad with Sagar Waghela, Jay Singh, Nikhil Shelatka and Kushal Gaikwad, and break dancer and Redbull athlete, Arif Chaudhary.
This was followed by the Shock the World event, living up to its name with jaw-dropping feats by the Father of G-SHOCK, Kikuo Ibe showcasing the rugged durability of G-SHOCK watches, alongside the magnanimous presence of Vicky Kaushal. The night unfolded with TEAM G-SHOCK member Paradox dazzling the audience with his performance, followed by a concert featuring the sensational KR$NA and electrifying DJ sets by Kayan and OG Shez.
Expressing his enthusiasm about the event, Casio India managing director Hideki Imai said, “Shock the World serves as a vibrant celebration of an iconic brand, which brings together individuals who share the spirit and enthusiasm for the legendary timepieces. This global phenomenon, which has historically served as a dynamic platform for emerging and established artists from various genres, has made its appearance in India after a successful run in 34 countries. We are honoured to orchestrate G-SHOCK Shock the World in Mumbai with Vicky Kaushal who is a perfect embodiment of toughness, endurance and style. He truly echoes the spirit of G-SHOCK with his bold authentic choices and relentless pursuit of excellence.
G-SHOCK is deeply committed towards the growth and empowerment of the emerging sub-cultures across the globe, and we hope our endeavours such as Shock the World contribute towards the advancement of the dynamic spirit of youth culture in India.”
G-SHOCK brand ambassador Vicky Kaushal expressed his thoughts on this partnership. He said, "My warm wishes and congratulations to G-SHOCK on its 40 anniversary. I am honoured to represent a brand that has had such a profound impact on shaping youth culture globally. The brand's commitment to pushing boundaries and its resolute 'never give up' attitude deeply resonate with me. Witnessing the energy and passion at the Shock the World event in Mumbai was truly exhilarating, and I look forward to embarking on this journey with G-SHOCK.”
The Father of G-SHOCK, Kikuo Ibe, expressed his thoughts on the event, saying, “I am thrilled to be part of Shock the World in Mumbai, where I witnessed the vibrant, confident, and dynamic youth of this incredible country. The event celebrated G-SHOCK's enduring 40-year product legacy through an enigmatic fusion of sub-cultures. India, with its diverse melting pot of cultures, provides the perfect backdrop for hosting our event with the dynamic youth of the country. Meeting individuals across different genres – music, dance, sports, fashion – who fearlessly embrace the G-SHOCK spirit of 'dare to dream and never give up' was truly inspiring. We eagerly anticipate offering exciting experiences in India and remain committed to supporting and expanding the vibrant youth culture scene across the country.”
