Casio India expands G-Shock, targets diverse subcultures, emphasizes women's range

In August 2023, Casio India unveiled a new G-Shock series campaign with cricket star Shubman Gill as the brand ambassador. This marked the launch of TEAM G-SHOCK, a diverse group featuring individuals from various fields to expand the brand's appeal across different subcultures.

TEAM G-SHOCK includes trailblazers from hip-hop, b-boying, rally racing, and skateboarding. Harith Noah, India’s Dakar Rally athlete, promotes the G-SHOCK Mudmaster GG-1000-1A3, priced at Rs 19,995. Rapper Paradox, known from MTV Hustle Season 2, endorses the G-SHOCK GA-140GB-1A1, priced at Rs 9,995. The skateboarding crew URBAN OUTLAWS showcases the G-SHOCK DW-5600BB-1A1 at Rs 6,795, while Arif Chaudhary, aka Flying Machine, India’s renowned B-Boyer, promotes the G-SHOCK GA-2100-1A1 at Rs 9,195. These prices are sourced from Amazon.in.

The campaign's launch in August 2023 saw Shubman Gill announced as the brand ambassador, revealing the Rise Above the Shocks campaign featuring the GA-2100 series. The extended campaign film, conceptualized by Wieden + Kennedy, offers a glimpse into subcultures, capturing the passion of athletes and artists. From skateboarders' gravity-defying tricks to the raw emotion of rap, these films highlight the essence of these art forms.

Casio India is mirroring a successful strategy previously executed in Japan, where the brand collaborates with individuals from basketball, golf, surfing, skateboarding, and BMX riding. Hideki Imai, Managing Director of Casio India, explains, “Our decision to launch Team G-Shock in India reflects our commitment to expanding sales and blending local market dynamics with our global vision.” The brand aims to extend this approach to the US and European markets as well.

Founded in 1946, Casio has two major ambassadors, Vicky Kaushal and Shubman Gill. However, the brand’s strategy of partnering with micro-influencers aims to reach Gen-Z (born between 1997 and 2012). According to Imai, consumer behavior has shifted since COVID-19, making this strategy more effective than mass campaigns. The brand chose emerging fields in India to spread the G-Shock philosophy within niche markets and industries. To target Gen-Z and millennials, the campaign will be heavily digital, with plans for in-ground activations. In December 2024, Casio partnered with the Indian Sneaker Festival and collaborated with Bombay SB, an urban skateboarding community.

Imai notes that while celebrities can boost brand awareness, they do not always reflect the real application of the product. In contrast, members from different fraternities showcase the product’s utility and appear more authentic. “Unlike celebrities, these members wear our products in genuine contexts, enhancing their relevance and appeal,” he highlights.

Regarding category growth, Indian consumers are increasingly adopting smartwatches for health and well-being, raising questions about the impact on the traditional watch industry. Imai states that the smartwatch industry in the low-price segment is experiencing a decline due to high defect rates and product issues. As a result, customers are shifting back to traditional watches. “High-income individuals, who initially embraced smartwatches for their novelty, are now turning away as these devices become ubiquitous and indistinguishable,” he explains. “G-Shock emphasizes its core values and lifestyle appeal, positioning itself uniquely in the market without directly competing with smartwatches.”

Data supports this trend: The wearables market in India grew by only 2.1% year-on-year in the quarter ending March 2024, driven by a decline in smartwatch shipments, which totaled 25.6 million units. This growth rate contrasts with the double-digit increases seen since 2017, according to a research report by IDC. The average selling price also dropped to $18.59 from $22.62 in the previous quarter.

Imai also points out that Indian consumers are more technology-conscious and see significant value in new technologies compared to consumers in other regions. “Watches, once solely for telling time, have now become fashion accessories. The brand is also selecting Pantone colors based on global trends.”

Currently, Casio has 61 exclusive brand outlets and a 50-50 split in revenue between offline and online sales. Pre-COVID, online sales accounted for only 25%. Casio’s G-Shock watches, predominantly worn by men due to their large dial size and masculine style, still have a women's range. They are planning to launch a different strategy to target women more in the future. "Women are the future for us. We are developing strategies to target this important demographic," Imai states.