G-Shock has rolled out a campaign 'Rise Above The Shocks' featuring actor Vicky Kaushal, highlighting its product portfolio and aims to advocate a new generation that redefines what it means to be tough.

The campaign comprises an ad film.

Set against a gritty, stylised backdrop, the G-SHOCK film features Vicky Kaushal breaking free from a glass box — a powerful metaphor for breaking societal norms. As his voiceover narrates the inner resilience of Gen Z, we see a montage of young individuals defying expectations, embracing their identity, and boldly charting new paths. Showcasing the reimagined DW-5000R and other iconic G-SHOCK models like the GA-2100, DW-5600, and GA-110, the film celebrates those who live by their code. It ends with Kaushal and a Gen Z protagonist walking forward, united by the spirit to “Rise Above the Shocks.”

What we think about it: The film, as a viewer, felt like a visual and narrative triumph, powerfully symbolising the Gen Z urge to break free from outdated norms. The use of Kaushal, smashing through a glass box beautifully captures the quiet grit and bold defiance of today’s youth. Also, the bonus was the slick storytelling and striking imagery, that honours inner resilience.

Takuto Kimura, managing director, 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.”

CREDITS:

Client: G-Shock

Production company: Method Productions

Producer: Ravneet Mahajan

Director: John Fredrick Peter