G-SHOCK has released a new campaign film featuring brand ambassador Vicky Kaushal, built around the theme ‘Unfazed by Time’. The film uses a cinematic narrative to explore composure, resilience, and the ability to stay steady when circumstances become unpredictable.
The campaign puts the G-SHOCK Luxe Black series at the centre of the story. The collection reworks the brand’s 2100 design with its familiar octagonal case, using matte black finishes and restrained metallic details. The look takes a more understated approach to the series while retaining the rugged design associated with G-SHOCK.
Vicky Kaushal wears the Luxe Black model throughout the film as the narrative moves through situations marked by tension, confrontation, and uncertainty. Rather than reacting to the chaos around him, his character maintains his composure and moves forward on his own terms. The watch becomes part of this visual language, reinforcing the campaign’s focus on confidence and resilience.
The film was developed in collaboration with Ducktape Studios and directed by Raylin Valles. The visual treatment combines dramatic settings with a restrained portrayal of the protagonist, using the contrast between intensity and composure to build on the Unfazed by Time idea.
With Vicky Kaushal at the centre of the campaign, G SHOCK continues to position its designs around themes of individuality and self-expression, while presenting its signature toughness through a more contemporary visual lens.
Watch the campaign
Speaking about the film, Vicky Kaushal said, “What I connect with most about ‘Unfazed by Time’ is the idea of not letting external circumstances define who you are. There is something very powerful about knowing what you stand for and staying true to it, regardless of how the world around you changes. That is a quality I have always admired about G-SHOCK, and this film gave me an opportunity to explore that thought in a way that felt both personal and authentic.”
Commenting on the latest brand film, Takuto Kimura, Managing Director, Casio India, said, “G-SHOCK has always evolved by staying true to its core while finding new ways to connect with changing generations. With ‘Unfazed by Time’, we wanted to express that philosophy in a way that feels relevant to how people today see themselves and the world around them. The film reflects a sense of individuality and self-belief that has always been intrinsic to the brand, while allowing us to present G-SHOCK through a fresh and more contemporary lens.”
