G-SHOCK has unveiled a new brand film featuring actor Vicky Kaushal, bringing its ‘Unfazed by Time’ proposition to life through a narrative centred on composure, individuality and resilience.
The campaign spotlights G-SHOCK’s LUXE BLACK series, an interpretation of its popular 2100 lineup. The watches feature the collection’s signature octagonal silhouette, complemented by a matte black finish and metallic accents.
In the film, Kaushal finds himself amid moments of intensity, confrontation and chaos. Rather than being influenced by the circumstances around him, he remains calm and firmly in control. The narrative uses these situations to underline the idea of staying true to oneself despite external pressures.
Takuto Kimura, Managing Director, Casio India, said the campaign reflects G-SHOCK’s approach of remaining rooted in its core identity while evolving with changing generations. He added that the film brings individuality and self-belief to the forefront through a contemporary lens.
Kaushal said the film resonates with his belief in not allowing external circumstances to define who you are, adding that staying true to one’s values is something he associates strongly with G-SHOCK.
Created in partnership with Ducktape Studios and directed by Raylin Valles, the campaign combines Kaushal’s presence with the LUXE BLACK series to reinforce the brand’s message of resilience and individuality.
