G-SHOCK, the trailblazing watch brand from Casio, has launched a powerful new campaign with their brand ambassador actor Vicky Kaushal, building on the brand’s signature message — Rise Above the Shocks. Focused on G-SHOCK’s iconic styles, the campaign champions a new generation that redefines what it means to be tough.
G-SHOCK’s legacy has always been rooted in innovation, endurance, and self-expression, creating a cultural revolution with its ever-evolving designs and product developments. Through this campaign, the brand shifts the spotlight onto a more personal, inner kind of resilience — one that defines today’s youth as they face expectations, setbacks, and the pressure to conform. In a world that often questions their strength, they continue to push forward on their own terms.
Leading the campaign is the DW-5000R, a tribute to the very first G-SHOCK that sparked a global movement, now reimagined for today. Its instantly recognisable square face, rugged resin build, and unmistakable street-ready aesthetic make it a statement piece for those who live by their code. Alongside it, styles like the GA-2100, DW-5600, and GA-110 showcase the iconic toughness of G-SHOCK’s design language — each one a wearable symbol of resilience, creativity, and identity.
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.”
G-SHOCK brand ambassador and actor 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 such brand story.”
The creation of the project was undertaken in partnership with Method Productions, led by avid producer Ravneet Mahajan and visionary director John Fredrick Peter, who sought to strike a balance between the right level of grit and storytelling for a new age audience, focusing on the core values of what it means to be tough in the current day context.
With a continued focus on India’s Gen Z and millennial audiences, G-SHOCK’s latest campaign reinforces its deep connection with a loyal community while inviting a new generation to wear their resilience on their wrist with some of its most iconic model lineups which are a rage globally