National, 8th September 2026: G-SHOCK, the iconic watch brand known for its unmatched durability and bold design language, unveils its latest film featuring brand ambassador Vicky Kaushal, bringing to life the idea of being ‘Unfazed by Time’ through a cinematic narrative rooted in toughness, resilience and an unwavering attitude.
At the heart of the film is the G-SHOCK Luxe Black series, a refined interpretation of the iconic 2100 lineup. Built around the signature octagonal silhouette, the series embrace disciplined minimalism, expressed through deep matte black tones and subtle metallic contrasts. This design language balances modern sophistication with G-SHOCK’s signature toughness. Worn by Vicky Kaushal throughout the narrative, its understated aesthetics complement the film’s dramatic visual style, reflecting the quiet confidence central to the story.
Rooted in the belief that true toughness is defined by how you respond when things get tough, the film takes viewers into a world where circumstances are anything but predictable. As Vicky navigates moments of intensity, chaos and confrontation, he remains composed and refuses to let the situation around him dictate his next move. Through Vicky’s screen presence and distinctive design language of the LUXE BLACK series, the film brings the idea of being ‘Unfazed by Time’ to life in a way that feels contemporary and distinctive.
Link to the brand film – https://www.youtube.com/watch?v=hta-2I6SJyc
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 creation of the film was undertaken in partnership with Ducktape Studios, led by director Raylin Valles, who shaped the film’s visual language to capture resilience, composure, and individuality in a way that feels contemporary and distinctive.
The latest campaign further strengthens G-SHOCK’s connection with a generation that values individuality, self-expression and authenticity, while continuing to explore new expressions of its iconic toughness.
About G-SHOCK:
G-SHOCK, the pioneering timepiece that revolutionized the very concept of toughness.
In 1981, a daring challenge to prevailing norms ignited the genesis of G-SHOCK. Driven by Mr. Kikuo Ibe’s unwavering conviction that a watch could be crafted to withstand any shocks, Project Team Tough was formed to translate this vision into reality. Over a span of approximately two years, this team meticulously developed more than 200 prototypes. Their resolute efforts culminated in the breakthrough shock-resistant yet sophisticated and streamlined architecture we know today.
Since its inception, G-SHOCK has embarked on a relentless journey of evolution, ceaselessly pursuing greater resilience and bold stylish appeal across structure, materials, and functionalities. Envisioned in 1983, G-SHOCK now stands on the cusp of its 40th Anniversary in 2023, having left an indelible mark by retailing over 100 million watches across 100 nations. Strengthened by this remarkable legacy, G-SHOCK remains resolute in its quest for enduring strength, ever ready to conquer new frontiers of toughness.
About Casio India Co. Pvt. Ltd.:
Casio India Co. Pvt. Ltd. (CIC) is the Indian subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions. Casio India has established a dynamic presence in the Indian market since 1996, emerging as a leading and cherished consumer goods manufacturer. Casio India’s range of products include sales and marketing of Timepieces, Electronic Musical Instruments, Desktop Calculators, Scientific Calculators, Label Printers and Clocks.
Setting the benchmark for excellence, Casio India is dedicated to embodying the spirit of innovation and quality that defines the Casio legacy. With a strong commitment to its corporate creed of “creativity and contribution,” Casio has consistently translated this ethos into the creation of innovative products making a positive impact on society.
