G-SHOCK features Vicky Kaushal in new ‘Unfazed by Time’ brand film

MUMBAI: Time may keep moving, but G-SHOCK is staying unfazed. The watch brand has launched a new brand film featuring actor and ambassador Vicky Kaushal, built around the idea of resilience, individuality and staying true to oneself amid changing circumstances.

Titled ‘Unfazed by Time’, the film places G-SHOCK’s LUXE BLACK series at the centre of a cinematic narrative that explores toughness beyond physical durability.

The LUXE BLACK series offers a refined take on G-SHOCK’s iconic 2100 line-up. It retains the signature octagonal silhouette while adopting deep matte black tones and subtle metallic contrasts. The design combines a minimalist aesthetic with the brand’s trademark ruggedness.

Kaushal wears the watch throughout the film as he moves through a series of intense and unpredictable situations. Rather than allowing the chaos around him to dictate his actions, his character remains composed, reinforcing the campaign’s central message of maintaining one’s identity despite external pressures.

“G-SHOCK has always evolved by staying true to its core while finding new ways to connect with changing generations,” said Casio India managing director Takuto Kimura.

“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,” Kimura added.

For Kaushal, the campaign’s message centres on refusing to let circumstances define one’s identity.

“What I connect with most about ‘Unfazed by Time’ is the idea of not letting external circumstances define who you are,” said actor Vicky Kaushal.

“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,” he added.

The film was created in partnership with Ducktape Studios and directed by Raylin Valles. The production uses a dramatic visual style to bring together themes of composure, resilience and self-expression, while keeping the LUXE BLACK series visually prominent.

The campaign extends G-SHOCK’s positioning among consumers who value individuality and authenticity, while giving its familiar toughness a more contemporary expression.