G-SHOCK, Casio’s globally iconic watch brand, has launched a new campaign featuring brand ambassador Vicky Kaushal, spotlighting Gen Z’s redefined take on strength and resilience. The latest creative push builds on the brand’s ‘Rise Above the Shocks’ ethos, this time channelling an inner form of toughness that Gen Z and millennials embrace as they navigate societal pressures and personal setbacks.
Highlighting G-SHOCK’s most recognisable models, including the DW-5000R — a modern nod to the brand’s original 1983 model — the campaign celebrates those who stay true to themselves despite external expectations. The campaign also features standout models like the GA-2100, DW-5600, and GA-110, each reflecting the values of creativity, identity, and strength in design.
Takuto Kimura, Managing Director of Casio India, commented:
“With ‘Rise Above the Shocks’, we’re celebrating a generation that is raw, unapologetic and fearless. This campaign reflects how today’s youth are rewriting what it means to be tough — with authenticity, boldness, and style.”
Vicky Kaushal, sharing his thoughts on the campaign, said:
“There is strength in silence and power in perseverance… ‘Rise Above the Shocks’ is for everyone who’s had the resilience to face life’s toughest blows and keep going.”
Produced by Method Productions, the campaign film was led by producer Ravneet Mahajan and directed by John Fredrick Peter, bringing to life the gritty spirit of the collection while anchoring it in storytelling that resonates with a new-age audience.
With a renewed focus on youth, the campaign is a celebration of resilience—both stylistically and spiritually—cementing G-SHOCK’s place in the hearts of India’s new generation of go-getters and self-starters.
