NEW DELHI: G-SHOCK, the iconic watch brand renowned for its durability and distinctive design, has unveiled its latest brand film featuring actor and brand ambassador Vicky Kaushal. The cinematic campaign brings alive the theme ‘Unfazed by Time’, highlighting individuality, resilience and the confidence to remain true to oneself despite changing circumstances.

At the centre of the campaign is the G-SHOCK LUXE BLACK series, a refined take on the iconic 2100 lineup. Featuring the signature octagonal silhouette, the series combines deep matte-black tones with subtle metallic accents, creating a balance between contemporary sophistication and G-SHOCK’s renowned toughness.

The film follows Vicky Kaushal as he navigates a series of intense and unpredictable situations. Despite moments of chaos and confrontation, his character remains composed and refuses to be defined by his surroundings. The narrative uses this composure to convey the campaign's central message that true toughness lies in how one responds when circumstances become challenging.

Commenting on the campaign, Takuto Kimura, Managing Director, Casio India, said the film reflects G-SHOCK’s philosophy of staying rooted in its core values while evolving with changing generations. He added that ‘Unfazed by Time’ presents individuality and self-belief through a contemporary lens.

Speaking about the campaign, Vicky Kaushal said he connected strongly with the idea of not allowing external circumstances to define one's identity. According to him, staying true to what one stands for, regardless of how the world changes, is a quality he associates strongly with G-SHOCK.

The film has been created in partnership with Ducktape Studios and directed by Raylin Valles. The visual narrative focuses on resilience, composure and individuality while complementing the understated design language of the LUXE BLACK series.

With the new campaign, G-SHOCK aims to deepen its connection with a generation that values individuality, self-expression and authenticity, while presenting new interpretations of the brand's signature toughness.