G-SHOCK has launched a new brand film featuring actor Vicky Kaushal, using the theme ‘Unfazed by Time’ to spotlight its LUXE BLACK series, part of the brand’s 2100 lineup.
A New Lens on the 2100 Lineup
The watches retain the collection’s distinctive octagonal design, combining matte-black finishes with metallic detailing. The film places Kaushal in situations marked by intensity, chaos and confrontation, but focuses on his ability to remain composed. The narrative uses these moments to build the brand’s message around resilience, individuality and self-belief.
Refreshing a Legacy Brand for New Generations
Takuto Kimura, Managing Director, Casio India, said the campaign reflects G-SHOCK’s approach of staying rooted in its core while finding contemporary ways to connect with changing generations.
The film was created in partnership with Ducktape Studios and directed by Raylin Valles. Kaushal’s association adds a contemporary cultural layer to the campaign, while the LUXE BLACK range gives the communication a premium visual identity.
For G-SHOCK, the strategy moves beyond product durability to position the watch as an expression of mindset—an increasingly relevant territory in lifestyle and fashion-led marketing.
The Last Word
G-SHOCK’s latest campaign shows how legacy brands can refresh established equities without abandoning them. Moving from product attributes to personal identity gives the brand a broader cultural role while keeping the core product recognisable.