THE CHALLENGE

Despite its established legacy, G-SHOCK faced the challenge of rejuvenating its image and reconnecting with a diverse audience in India. The objective was to mark a pivotal moment in the brand’s journey by hosting the “SHOCK THE WORLD” tour, introducing innovation, style, and resilience to a new generation of G-SHOCK enthusiasts.

PR STRAREGY

Blend G-SHOCK’s 40-year legacy of resilience and innovation with youth street culture. Orchestrated a dynamic event with an unforgettable experience that resonated with the burgeoning streetwear culture in India.

EXECUTION

The “SHOCK THE WORLD” tour PR programme, commenced with the thrilling announcement of the event in Mumbai, India. The momentum heightened with the announcement of Vicky Kaushal as the G-SHOCK Brand Ambassador, injecting star power to the brand.

To generate anticipation for the event, special edition G-SHOCK watches were strategically seeded to media, KOLs, and watch connoisseurs. The grand evening in Mumbai featured a dynamic artist lineup, embodying G-SHOCK’s resilience and innovation.

Capitalizing on the brand’s core genre, PR Pundit secured high-profile interviews with top media titles, solidifying a deeper connection with G-SHOCK’s target audience.