G-SHOCK, the watch brand from Casio, has rolled out a new campaign featuring actor Vicky Kaushal. The campaign builds on the brand’s message of ‘Rise Above the Shocks’ and puts Gen Z at the centre celebrating inner resilience and redefined toughness.
At the heart of the film is the DW-5000R, a modern tribute to the original G-SHOCK model that sparked a global movement. Also featured are the GA-2100, DW-5600, and GA-110 – models known for their streetwear aesthetic and durable design.
With visuals that balance grit and storytelling, the campaign was created in partnership with Method Productions, produced by Ravneet Mahajan and directed by John Fredrick Peter. It focuses on how today’s youth push forward against societal expectations, embracing toughness on their own terms.
Speaking about the campaign, Takuto Kimura, Managing Director of Casio India said, “With ‘Rise Above the Shocks’, we’re celebrating a generation that is raw, unapologetic and fearless, for whom G-SHOCK is a reflection of this very mindset. This campaign reflects how today’s youth are rewriting what it means to be tough with authenticity, boldness, and style. We are elated to have powerhouse Vicky Kaushal embodying the spirit and vision of this generation, resonating with a powerful message of never giving up and the power of sheer perseverance.”
Vicky Kaushal added, “There is strength in silence and power in perseverance. ‘Rise Above the Shocks’ is for everyone who’s had the resilience and will to rise above the hardest blows that life has thrown at them, and have a ‘Never Give Up’ outlook in life. That’s what G-SHOCK represents, and I’m proud to be part of that brand story.”
