G-SHOCK, the iconic watch brand known for its unmatched durability and bold design language, unveils its latest film featuring brand ambassador Vicky Kaushal, bringing to life the idea of being ‘Unfazed by Time’ through a cinematic narrative rooted in toughness, resilience and an unwavering attitude.

At the heart of the film is the G-SHOCK Luxe Black series, a refined interpretation of the iconic 2100 lineup. Built around the signature octagonal silhouette, the series embrace disciplined minimalism, expressed through deep matte black tones and subtle metallic contrasts. This design language balances modern sophistication with G-SHOCK’s signature toughness. Worn by Vicky Kaushal throughout the narrative, its understated aesthetics complement the film’s dramatic visual style, reflecting the quiet confidence central to the story.

Rooted in the belief that true toughness is defined by how you respond when things get tough, the film takes viewers into a world where circumstances are anything but predictable. As Vicky navigates moments of intensity, chaos and confrontation, he remains composed and refuses to let the situation around him dictate his next move. Through Vicky’s screen presence and distinctive design language of the LUXE BLACK series, the film brings the idea of being ‘Unfazed by Time’ to life in a way that feels contemporary and distinctive.

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.”

Speaking about the film, 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.”

The creation of the film was undertaken in partnership with Ducktape Studios, led by director Raylin Valles, who shaped the film’s visual language to capture resilience, composure, and individuality in a way that feels contemporary and distinctive.

The latest campaign further strengthens G-SHOCK’s connection with a generation that values individuality, self-expression and authenticity, while continuing to explore new expressions of its iconic toughness.