G-SHOCK, Vicky Kaushal Champion Gen Z Resilience

G-SHOCK, Casio's globally iconic watch brand, has launched a new campaign featuring brand ambassador Vicky Kaushal, spotlighting Gen Z's redefined take on strength and resilience. The latest creative push builds on the brand's 'Rise Above the Shocks' ethos, this time channelling an inner form of toughness that Gen Z and millennials embrace as they navigate societal pressures and personal setbacks.
Highlighting G-SHOCK's most recognisable models, including the DW-5000R — a modern nod to the brand's original 1983 model — the campaign celebrates those who stay true to themselves despite external expectations. The campaign also features standout models like the GA-2100, DW-5600, and GA-110, each reflecting the values of creativity, identity, and strength in design.
Takuto Kimura, Managing Director of Casio India, commented:
'With 'Rise Above the Shocks', we're celebrating a generation that is raw, unapologetic and fearless. This campaign reflects how today's youth are rewriting what it means to be tough — with authenticity, boldness, and style.'
Vicky Kaushal, sharing his thoughts on the campaign, said:
'There is strength in silence and power in perseverance… 'Rise Above the Shocks' is for everyone who's had the resilience to face life's toughest blows and keep going.'
Produced by Method Productions, the campaign film was led by producer Ravneet Mahajan and directed by John Fredrick Peter, bringing to life the gritty spirit of the collection while anchoring it in storytelling that resonates with a new-age audience.
With a renewed focus on youth, the campaign is a celebration of resilience—both stylistically and spiritually—cementing G-SHOCK's place in the hearts of India's new generation of go-getters and self-starters.

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

Indian Express

9 hours ago

• Indian Express

From Swiftie lore to BTS deep dives: The best books for the Gen Z who lives & breathes music

If there is one generation that embodies the phrase 'a beat in my heart and a song on my lips,' it is Gen Z. Whether on the metro, in a cab, doing household chores, or even filing monotonous paperwork at work, this generation moves through life to the rhythm of their soundtrack. With curated playlists for every mood and an ever-present pair of earbuds, music is bow a lifeline, a companion, and a form of self-expression. From the introspective lyricism of Taylor Swift to the genre-defying sounds of BTS, here are five books that music enthusiasts might like to add to their bookshelves or audiobook libraries: A year after the release of The Tortured Poets Department, The Taylor Swift Book by Malcolm Mackenzie stands out as an ambitious attempt to codify the legacy of one of this generation's most influential cultural figures. Originally released in Kindle format in 2024, the book was marketed as the 'ultimate guide' to Swift's music, evolution, and myth-making. True to its promise, it offers a sweeping overview of Swift's career: from her early days as Nashville's teen prodigy to her present-day status as a global tastemaker, mogul, and lyrical auteur. It's not an authorised biography, but is part discography, part cultural commentary, part fan encyclopedia. Organised around albums and 'eras,' Mackenzie traces Swift's sonic experimentation: from country twang to synth-pop, indie folk to literary pop noir. The book's standout features include detailed breakdowns of Easter eggs, lyrical references, and song-by-song analyses It also touches on her fashion evolution, music video symbolism, and political outspokenness, giving readers a panoramic view of the artist not just as a performer, but as a cultural architect. If there's a limitation, it is that the book occasionally leans more celebratory than critical. Foor uses the artist's 2024 Met Gala appearance as a focal point to explore Dosanjh's rise from rural Punjab to international recognition in music, film, and fashion. The biography outlines Dosanjh's early struggles, entry into the Punjabi music industry, transition to Bollywood, and his increasing global profile. It also includes commentary on his public image, religious identity, and approach to style. The sections on the Met Gala provide behind-the-scenes context and consider how Dosanjh's appearance was received both within South Asian communities and the broader public. Beyond the Story: 10-Year Record of BTS was released in 2023 to commemorate the 10 year anniversary of the internationally popular K-pop band's debut. Now, two years on, the book merits a revisit as Suga (Min Yoongi), the last of the group members serving South Korea's mandatory military service has been discharged. Now, all seven members—RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook—have officially completed their national duties, and fans are eagerly waiting for their next project. Written by veteran K-pop journalist Myeongseok Kang, Beyond the Story was the first authorised chronicle of BTS's rise, spanning pre-debut struggles, chart-topping triumphs, and cultural impact. Structured in seven parts and compiled from over three years of interviews and archival reporting, the book eschews the gloss of celebrity for candour as members often without cameras or makeup. The book also leans into BTS's digital-native identity, with over 330 QR codes linking to trailers, music videos, and behind-the-scenes content. Pairing narrative with audiovisual memory, the book offers an immersive experience. Author William K Jones offers a chronicle of the artist's meteoric rise, from SoundCloud anonymity as Amala Ratna Zandile Dlamini to viral stardom, Grammy wins, and cultural ubiquity. Released in May 2024, the book arrived at a time when Doja Cat has leaned further into subversion, stylistically, sonically, and personally. The title gestures at transformation, and Jones takes readers through the artist's many phases: the pastel-glossed pop darling of 'Say So', the darker, genre-fusing provocateur of 'Scarlet', and the internet-native icon whose career is as shaped by memes and controversy as it is by chart performance. What the book does best is document the work behind the spectacle. Through interviews and reported vignettes, we see how singles such as 'Juicy,' 'Kiss Me More,' and 'Attention' came to be. It also addresses personal elements, the struggles with fame, clashes with fan culture, and digital spats. Visually, the book is a feast. Behind-the-scenes photos, fan art, and stage shots make this a tactile experience, more coffee-table keepsake than traditional biography. Written by cultural critic and journalist Miles Marshall Lewis, the book offers a portrait of the Pulitzer Prize–winning rapper as a chronicler of a generation's inner life. Lamar, a Compton, California native raised amid gang violence and West Coast legacy, has been deeply rooted in Black American storytelling. Lewis traces his journey not just through biography, but through his poetry, dissecting the literary and sociopolitical forces at play in albums such as good kid, m.A.A.d city, To Pimp a Butterfly, DAMN., and Mr. Morale & the Big Steppers. Interwoven with commentary from figures such as Ta-Nehisi Coates and Alicia Garza, the book reads like a conversation between Kendrick's music and the cultural moment that shaped, and was shaped by, it. Visually, the book is striking: dense with lyric excerpts, graphic design flourishes, and photographs that situate Lamar as a cultural icon.

Time of India

10 hours ago

• Time of India

Sudhanshu Pandey slams Apoorva Mukhija over Ashish Vidyarthi remark; Internet reacts strongly: "Finally someone spoke the truth"

Apoorva Mukhija finds herself embroiled in yet another controversy. The social media influencer, who is fresh out of 'India's Got Latent' row, was recently slammed by her 'The Traitor' co-contestant . Tired of too many ads? go ad free now Sudhandhu Pandey, taking to her social media handle, shared a video where he called out Apoorva for her disrespectful tone towards veteran Bollywood star . Soon, the video went viral, and netizens reacted. Most of the online comments came in support of Sudhanshu, appreciating him for taking a stand against profanity. What did Sudhanshu Pandey say? The 'Anupama' fame star said, 'Apoorva, who is known as The Rebel Kid, already has enough controversies surrounding her. I'm not saying she's a bad person. She's a good kid. I'm sure she has a good heart too. But jab aapki zubaan kharaab ho jaaye na, toh wo sab kuch kharaab kar deti hai. (Your tone and words can damage everything). Everything else goes for a toss if you do not have the know-how about what to say, and how to speak, about people who are senior to you. Ashish bhai- Ashish Vidyarthi- who is such a senior actor- he's very senior to me as well. So, behind my back, she was talking about Ashish bhai, and was saying, 'Mujhe lagta hai Ashish jayega. (I feel Ashish will go)." He continued, 'Ashish jayega? Is he your childhood friend or what? Is he your childhood friend? What kind of way is this to talk about people — about actors who are older than even your parents? You're talking about them like this behind their back? What does this say about you? Please tell me — is this Gen Z? Is this what we think is cool? No, I'm sorry — this is not cool at all. Tired of too many ads? go ad free now I think this is the biggest bullsh*t, and it's like a curse on our society. ' 'Even I have kids, and even they are Gen-Z and they are extremely respectful to other people. So I am sorry, I think there are a lot of problems," said the actor. Netizens react to Sudhanshu's outburst on Apoorva 'Well said, listening to you I felt that lots of people don't have empathy for others. If everyone else is like you this world will be a better place. Respect is earned when given. Happy you had voice your opinion 👏👏👏❤️😍,' read a comment. While another netizen appreciated the actor by mentioning, 'Sudhanshu ji, finally someone spoke the truth of Gen Z, as a parent I really think what you are saying is 10000000% correct…' Here are a few more comments: 'Absolutely bhai, we must always respect our seniors. Ashish Sir is not only senior to us in age but also one of the most experienced and finest actors in the TV and film industry. Sharing screen space with him is a big deal. But these overnight-famous wannabes will never truly understand what real success means. And if this turns into a controversy, Apoorva will probably start crying again—just like she teaches her kind of kids: 'When you're stuck, just cry.'' 'So glad you took a stand about this, sir. Such disrespectful behaviour shouldn't go unanswered.' 'Totally agree! Both used such crass language towards people elder to them and also to people who simply disagreed with them. Why such things are allowed and such people are given unnecessary screentime? I literally fast-forwarded any scene that involved Apoorva, Sufi, and Urfi' 'He is absolutely correct Apoorva got no tameez & akal left I believe'

Mint

11 hours ago

• Mint

Memes are changing how we talk IRL

It started as a joke. Rishabh Malik, 21, a college student from Rajasthan, mimicked a trending meme at a party. 'Only one friend got it—we ended up laughing, but the rest looked lost," he says. 'That's when I realised not everyone lives online like we do. Sometimes," he adds, 'meme references completely derail a conversation, leaving it fragmented or flat." Visha Agrawal, 23, a graphic designer from Ahmedabad, has experienced similar moments. 'I quoted a reel and then had to explain the entire backstory. It killed the moment," she says. For her, the problem runs deeper. 'People escalate everything into a debate, even trivial stuff like AI memes. No one knows when to stop." Manan Sharma, 22, who works in advertising in Mumbai, has observed digital language infiltrating professional spaces. 'I've had coworkers say things like 'LMAO' or 'XD' out loud in meetings. It feels robotic. Like we're performing the internet version of ourselves." As our online lives bleed into the real world, social media's logic—fast, curated, and often performative—is subtly reshaping how we speak, share and show up offline. Real-world communication is beginning to mirror social media: fast-paced, reaction-driven and curated for attention. Mumbai-based Rutu Mody Kamdar, founder of Jigsaw Brand Consultants, specialising in consumer research, behavioural insights and cultural strategy, explains how digital validation has altered behaviour beyond screens. 'While validation has always been part of human nature, what's changed in the social media age is the pace, scale, and structure of how it plays out," she says. Earlier, validation was shaped by real-time cues in a room—today, it's shaped by the logic of virality. 'People now narrate stories not just to connect, but to resonate, to land, to be remembered—often unconsciously mirroring the rhythm of a post." Kamdar notes a 'performative edge" creeping into everyday offline moments. 'People talk at dinner like they're writing a caption. The ability to sit with nuance is diminishing." Conversations are either hyper-verbal or awkwardly thin—emotions skimmed, not felt. This shift is particularly visible in Gen Z and younger millennials, who have grown up with their online and offline selves deeply enmeshed. According to Instagram's 2024 Trend Talk report, Indian Gen Z users increasingly seek day-in-the-life content and advice from creators, blurring the boundary between what's authentic and what's aspirational. In turn, their real lives begin to echo the curated tones of their digital personas. Empathy eroded Mumbai-based clinical psychologist and trauma therapist Rupa Chaubal observes this closely in her practice. 'Gen Z's worldview is largely shaped by what they consume online. Many turn to Google or social media before speaking to their parents," she says. 'They believe they already know enough, which reduces trust in human experience." This trust deficit doesn't just affect families—it impacts peer groups, workplaces, and romantic relationships. 'Empathy is eroding. I see clients reacting impulsively or resorting to harsh criticism in conflicts," Chaubal explains. 'An increasing sense of entitlement becomes a barrier while handling real-life disagreements." Even in therapy, online habits seep in. 'Some clients bring memes to explain how they feel rather than using their own words," she says. Others cite social media counterpoints as if trying to 'dethrone" the therapist. 'It becomes a battle of sources." Preeti D'Mello, founder of The Fulfillment Institute, a leadership coaching and organisational development institute, and an organisational psychologist based in Princeton, New Jersey, links this to an overdependence on digital validation. 'When affirmation comes from likes and shares, people start needing constant feedback. They struggle with patience, active listening, and empathy." She sees the result in both personal and professional settings. 'People are more reactive and less able to sit with opposing views. Civil discourse is declining." Is debate mode the default? Malik says that at his engineering college, juniors often approach conversations like Twitter threads. 'You say something and they come back with 'Um, actually…'—as if every interaction is a thread to win, not a discussion." This debate-mode mindset, driven by online norms like quote-tweeting and clapbacks, often leaves real-life interactions tense or exhausting. 'People forget they're not on a comment section," Sharma says. 'You can't just mute or block someone in person." Chaubal adds, 'Younger clients seem more interested in the 'intent' of communication than the content itself. They're restless, they lose interest if a conversation isn't stimulating—and they often struggle with eye contact or pauses." This inability to read or respond to non-verbal cues—especially among those raised during the peak of screen use during covid—further frays connection. 'It can lead to relationships that feel hollow or unstable." The offline resistance Yet, even in a hyper-connected world, people are beginning to carve out intentional spaces for offline connection—often without making a big show of it. A recent trend, especially among young urban dwellers, involves turning apartments into temporary cafés. Friends are invited over for coffee shop-style hangouts—no phones, no agendas, just in-person time. Others are organising monthly themed dinners, cooking together, or doing small group activities like zine-making or handmade balm workshops. The goal is to shift attention from passive scrolling to active, tactile engagement. The trend is catching on because it offers something digital life can't: slowness, unpredictability, and the intimacy of shared silence. As Kamdar puts it, 'We're not going back to a pre-internet world. The answer isn't retreat—it's integration." She encourages a return to values that shaped real-world connection: deep listening, genuine curiosity, presence without performance. While the idea of a digital detox is often floated, experts agree that simply going offline isn't enough. 'What's needed is conscious choice-making," says Chaubal. 'A digital habit that overrides impulse control can have psychological side effects—social withdrawal, irritability, anxiety." Her advice: choose fewer platforms, set realistic time limits, and engage in real conversations—even if they're awkward or slow. 'It's about re-learning how to be human, without the filter of a screen," she says. D'Mello agrees: 'True social intelligence is built sitting around a dinner table, navigating pauses, and learning to read a room's unspoken needs." The internet has given us incredible tools—community, expression, visibility–but it's worth asking what we might be losing in the process. A long walk with a friend. A screen-free dinner. A quiet moment that isn't uploaded. Maybe the most radical thing we can do is simply show up, fully. Anoushka Madan is a Mumbai-based freelance lifestyle writer. She posts @noushontheinternet.