Mumbai, September 11, 2026: G-SHOCK has launched a new brand film featuring its ambassador Vicky Kaushal, using the theme ‘Unfazed by Time’ to explore resilience, individuality and composure in the face of changing circumstances.
The film places Kaushal in a series of unpredictable and high-intensity situations, where his character remains calm despite the events unfolding around him. Rather than reacting to external pressure, he stays focused on his own identity, reflecting the central thought behind the campaign.
The communication also puts the spotlight on G-SHOCK’s Luxe Black series, a contemporary take on the brand’s 2100 collection. The range retains the recognisable octagonal case profile associated with the lineup while introducing an all-black treatment with matte surfaces and understated metallic detailing.
Throughout the film, the Luxe Black watches become part of the visual narrative as Kaushal moves through situations involving tension, chaos and confrontation. His controlled demeanour is used to draw a parallel with G-SHOCK’s long-standing association with toughness and durability.
The campaign’s central message extends beyond physical resilience. It presents being ‘unfazed’ as a state of mind — the ability to remain grounded in one’s values even when circumstances around you change. This allows G-SHOCK to connect its product proposition with themes of self-belief and personal expression.
Takuto Kimura, Managing Director, Casio India, said the brand has consistently evolved while retaining the principles at the heart of G-SHOCK. He added that ‘Unfazed by Time’ was developed to express that philosophy in a way that reflects how contemporary consumers view themselves and the world around them.
Kimura further noted that the film brings together G-SHOCK’s emphasis on individuality and self-belief with a more contemporary presentation, allowing the brand to communicate its identity to newer generations.
For Kaushal, the campaign centres on the idea of not allowing external situations to dictate one’s sense of identity. Vicky Kaushal said the thought resonated with his own appreciation for people who remain committed to what they believe in, irrespective of how circumstances evolve.
The film has been created in collaboration with Ducktape Studios and directed by Raylin Valles. Its visual treatment combines cinematic sequences with moments of intensity, while keeping the focus on the protagonist’s composure and the watch’s design.
With ‘Unfazed by Time’, G-SHOCK continues to build its communication around toughness, authenticity and self-expression, while using the Luxe Black series to give those brand attributes a contemporary visual identity. The association with Kaushal further brings the campaign’s message of resilience and individuality into popular culture.