G-Shock strengthens India’s street and creative culture chronicle


G-Shock, the flagship brand from Casio has been at the forefront of street and urban culture for more than decades globally and locally. To continue this association and build on the foundations for India, G-Shock has partnered with Homegrown, a creative agency and a youth media company to solidify India’s street & creative culture narrative with the G-squad. The G-Shock Arena campaign is an extension of G-Shock’s philosophy of #ChallengeTheLimits.

G-Squad is a coalition of the finest creators from diverse spaces who have inspired their respective communities to overcome unthinkable struggles. The campaign has brought ten of such leading creators & lifestyle icons onboard. These individuals are tastemakers in their respective fields and have received local & global recognition over the years by encouraging people to push boundaries. The ‘G-Squad’ comprises of Dhaval Parab (D Evil) & MC Altaf of Gully Gang, skateboarder Sagar Waghela, BMX Rider Annul Pale, visual artist Sam Madhu, sneaker customiser Chaitanya Dixit, India’s fastest growing e sport athlete Tanmay Singh aka Sc0ut (Team Fnatic), Award winning dancers Arif Chaudhary, Ramesh Tornado and Ambarin Kdri.

From the art of rapping to making your own digital sticker, from the basics of skateboarding to mastering footwork and power moves, phase 1 of G-Arena campaign unfolded with strong elements of street culture, music, hip hop & creativity through visual & narrative language. In the phase 2, the ‘G-Squad’ will continue to play an important role in empowering the Genz & millennials to pursue their dreams, learn new skills & always #ChallengeTheLimits despite the obstacles that come in their path. An amalgamation of immersive learning experiences, a mix of digital experiences, learning platforms, creative grants & contests and a lot more, to drive cultural growth, this phase brings the streets and studios to your screens through the following line up:

  • #GArena Contest: The G Squad will activate individual contests on their own platforms. Contest winners will get a chance to be digitally mentored by the talent.
  • #GArena festival weekend: A 2-day high impact experience with 4-5 live sessions each day back to back with the talent performing/ hosting a workshop/ meet & greet etc.
  • Mentorship program: A close door mentorship program where winners of the earlier contests will get a chance to be mentored by the G Squad members. The mentorship will be a close door zoom call based sessions with the talents.

As a part of the campaign, G-shock has also launched a product look book with talent profiles sporting the ultimate tough watch.

Commenting on the campaign, Mr. Kulbhushan Seth, Vice President, Casio India said, “G-Shock as a brand has always been in search of spaces to innovate and encourage cultural growth. Through our latest campaign, we intend to empower the youth of today to hone their creative power and pursue the life of their dreams. The especially curated G-Squad is aligned to drive the emerging street and creative sub-culture in India.”

Varsha Patra, CEO & Co-founding partner of Homegrown says, “The campaign is the perfect amalgamation of philosophies to amplify voices of creators across various facets of contemporary street culture. It provides G-Shock fans and followers the exclusive opportunity to upskill & learn directly from the G-Squad, a group of thought leaders from diverse backgrounds who are a great representation of the ethos of the street & it’s subcultures in India today.”

The experiences will be hosted on G Shock and Homegrown’s Instagram pages, along with certain events on influencers’ Instagram handles.

G-Shock India Instagram: @gshock_in

Homegrown India Instagram: @homegrownstreet


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