The new brand film puts Kaushal alongside G-SHOCK’s LUXE BLACK series, using moments of chaos and confrontation to spotlight composure, individuality and self-belief.
G-SHOCK has unveiled a new brand film featuring actor Vicky Kaushal, built around the idea of staying composed despite the circumstances around you. Titled ‘Unfazed by Time’, the film places Kaushal in a series of intense and confrontational situations. Rather than reacting to the chaos around him, his character remains calm, using the narrative to underline the campaign’s message of maintaining one’s identity and convictions regardless of external pressure. The film also puts the spotlight on G-SHOCK’s LUXE BLACK series, which builds on the brand’s 2100 lineup. The watches retain its signature octagonal form, paired with matte black finishes and metallic detailing.
Commenting on the latest brand film, Takuto Kimura, managing director, Casio India, said: “G-SHOCK has always evolved by staying true to its core while finding new ways to connect with changing generations. 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.”
Vicky Kaushal said: “What I connect with most about ‘Unfazed by Time’ is the idea of not letting external circumstances define who you are. 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.”
Created in partnership with Ducktape Studios, the film has been directed by Raylin Valles. Through the campaign, G-SHOCK combines Kaushal’s presence with the LUXE BLACK series to reinforce themes of resilience, composure and individuality.
