G-SHOCK, a Casio watch brand, has launched a new campaign with brand ambassador Vicky Kaushal. The campaign highlights G-SHOCK’s core message — Rise Above the Shocks — and focuses on its iconic watch styles while targeting a new generation.

G-SHOCK highlights personal resilience in its new campaign, focusing on how today’s youth deal with expectations, setbacks, and pressure. The brand, known for its durable and evolving designs, aims to connect with a generation that chooses to move forward on its own terms.  

The campaign features the DW-5000R, a modern version of the first G-SHOCK model. It has a square face, resin build, and simple street-style design. Other models in the campaign include the GA-2100, DW-5600, and GA-110, all known for G-SHOCK’s durable design and distinctive look.

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 producer Ravneet Mahajan and director John Fredrick Peter.