G-SHOCK Brings ‘Unfazed by Time’ to Life with Vicky Kaushal

G-SHOCK has unveiled its latest brand film featuring ambassador Vicky Kaushal, bringing its ‘Unfazed by Time’ philosophy to life through a cinematic narrative centred on individuality, resilience and self-belief.

The campaign draws attention to G-SHOCK’s LUXE BLACK series, a refined interpretation of the iconic 2100 collection. Retaining the signature octagonal silhouette, the series adopts a minimalist aesthetic through deep matte black finishes and subtle metallic accents. The combination of understated styling and the brand’s characteristic durability creates a balance between contemporary sophistication and toughness.

Worn by Vicky Kaushal throughout the film, the LUXE BLACK series complements the campaign’s dramatic visual language while reinforcing its theme of quiet confidence and individuality.

The film explores the idea that true toughness is reflected in how individuals respond to challenging situations. As Vicky moves through moments of intensity, unpredictability and confrontation, he remains composed and refuses to allow external circumstances to determine his actions.

Through Vicky’s presence and the distinctive design of the LUXE BLACK series, ‘Unfazed by Time’ presents G-SHOCK’s enduring attitude through a contemporary lens, focusing on resilience, authenticity and staying true to oneself.

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.”

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.”

The film was created in partnership with Ducktape Studios and directed by Raylin Valles, who developed a visual narrative focused on resilience, composure and individuality.

With the latest campaign, G-SHOCK continues to strengthen its connection with consumers who value self-expression, authenticity and individuality, while exploring contemporary interpretations of its signature toughness.