Vicky Kaushal Shines in G-SHOCK’s Latest Campaign: “Rise Above the Shocks”

Ziya Khan 4 weeks agoLast Updated: June 19, 2025

The B Town talented star Vicky Kaushal takes center stage in G-SHOCK’s latest campaign, furthering the brand’s signature theme, “Rise Above the Shocks.” Unveiled on June 18, 2025, the campaign highlights the Gen Z spirit of perseverance, with Kaushal embodying a modern interpretation of toughness rooted in authenticity, grit, and self-expression.

Renowned for pushing boundaries both on-screen and off, Kaushal is an ideal choice for this campaign, which targets young Indians navigating personal and societal expectations. Through his collaboration with G-SHOCK, the actor continues to amplify narratives that resonate with today’s youth.

“There is strength in silence and power in perseverance,” Kaushal stated. “‘Rise Above the Shocks’ is for everyone who has had the resilience and will to rise above the toughest challenges life presents, maintaining a ‘Never Give Up’ attitude. That’s what G-SHOCK stands for, and I’m proud to be part of such an inspiring brand story.”

The campaign also pays homage to iconic G-SHOCK styles like the DW-5000R, GA-2100, DW-5600, and GA-110, blending nostalgia with a contemporary perspective. These designs serve as visual metaphors for toughness, reflecting Kaushal’s own career journey and public image.

Takuto Kimura, Managing Director of Casio India, emphasized Kaushal’s alignment with the brand’s evolving identity. “With ‘Rise Above the Shocks,’ we are celebrating a generation that is raw, unapologetic, and fearless. We are thrilled to have powerhouse Vicky Kaushal embody the spirit and vision of this generation.”

The campaign was conceptualized and executed by Method Productions, with producer Ravneet Mahajan and director John Fredrick Peter crafting a visual narrative aimed at resonating with Gen Z and millennial audiences.

By anchoring its message around Kaushal and the resilience of a new generation, G-SHOCK reinforces its cultural relevance in India, transitioning from a product-first brand to a symbol of youth identity.