Bollywood star Vicky Kaushal takes centre stage in G-SHOCK’s newest marketing campaign, constructing on the model’s signature theme Rise Above the Shocks. The marketing campaign, unveiled on June 18, 2025, places the highlight on the Gen Z spirit of perseverance, with Kaushal embodying the fashionable thought of toughness — one rooted in authenticity, grit, and self-expression.
Vicky Kaushal fronts G-SHOCK’s bold new marketing campaign, celebrating Gen Z resilience and authenticity
Known for pushing boundaries each on-screen and off, Kaushal is a becoming selection for the marketing campaign that targets younger Indians navigating private and societal expectations. In his affiliation with the model, the actor continues to lend his voice to narratives that resonate with immediately’s youth.
“There is strength in silence and power in perseverance,” Kaushal stated. “‘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 such a brand story.”
The marketing campaign, which additionally pays tribute to iconic G-SHOCK kinds just like the DW-5000R, GA-2100, DW-5600, and GA-110, blends nostalgia with a recent lens. These designs serve extra as visible metaphors than simply equipment—symbols of toughness that mirror Kaushal’s personal profession trajectory and public persona.
Takuto Kimura, Managing Director of Casio India, highlighted Kaushal’s alignment with the model’s evolving identification. “With Rise Above the Shocks, we’re celebrating a generation that is raw, unapologetic, and fearless. We are elated to have powerhouse Vicky Kaushal embodying the spirit and vision of this generation.”
The marketing campaign was conceptualised and executed by Method Productions, with producer Ravneet Mahajan and director John Fredrick Peter crafting a visible narrative that goals to ring a bell with Gen Z and millennial audiences.
By anchoring its message round Kaushal and the resilience of a new era, G-SHOCK continues to strengthen its cultural relevance in India whereas evolving from a product-first model into an emblem of youth identification.
Also Read: Ranbir Kapoor, Vicky Kaushal scene postponed as Mumbai rains disrupt Love & War shoot: Report
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