G-Shock collaborates with Almost Gods to rewrite style narratives in India

In a move to blend rugged resilience with avant-garde wear, Casio's G-Shock teamed up with Almost Gods for its first-ever collaboration in India. This union isn't just about producing a striking timepiece; it's about storytelling, cultural resonance, and reimagining what collaborations mean for the new-age Indian consumer.

Choosing a partner for G-Shock’s first Indian collaboration was no small feat. Talking to Campaign, Hideki Imai, managing director of Casio India, Almost Gods stood out for its “bold and artistic approach to fashion,” aligning seamlessly with the watchmaker’s philosophy of toughness and innovation.

Founded on the idea of power—derived from mythology and history—Almost Gods' ethos mirrors G-Shock’s narrative of resilience. Dhruv Khurana, creative director of Almost Gods explained how the collaboration originated from a shared belief in creating pieces with substance.  

Blending audiences: A unified narrative

G-Shock and Almost Gods cater to distinct fanbases. On one hand, the former’s rugged watches attract adventurers and sports enthusiasts. On the other, Almost Gods appeals to a niche yet influential crowd immersed in high-fashion casual wear. This collaboration aims to bridge these worlds through a shared narrative of innovation and strength.

A life-size installation of the collaboration timepiece at Almost Gods' store.

G-Shock’s brand’s DNA—rooted in toughness and bold design—makes its timepieces more than functional accessories; they serve as statement pieces that reflect individuality and self-expression, qualities highly valued by the youth today. It is crafted to be a versatile piece that the youth can confidently sport in any setting while making a style statement.

The collaboration with G-Shock felt like a natural step for Almost Gods as the latter seeks to expand its global presence, especially as its brand philosophy revolves around creating pieces with depth and power. Khurana noted that the watchmaking company’s legacy of toughness and innovation resonated strongly with that. “We wanted this partnership to reflect the energy of our audience—a dynamic, ever-evolving community that values substance and strength in design,” he added.

According to Imai, social media, will play a pivotal role in connecting the brands. With a highly visual product like the collaboration’s timepiece, platforms like Instagram and YouTube are natural fits to reach Gen Z and Millennials, who value authenticity and immersive content.

“Our primary emphasis is on digital and social media platforms, as these channels are most effective in engaging Gen Z and Millennials. Instagram takes center stage, allowing us to spotlight the design process and the creative vision behind this limited-edition lineup. For promotions, we are working in-house with the combined expertise of both brands, ensuring that the campaign remains authentic and consistent with our shared vision,” Imai added.

Experiential marketing: A gamechanger  

The collaboration’s debut at Almost Gods’ New Delhi store on November 27 exemplifies the brands’ commitment to experiential marketing. Highlights included a life-sized installation of the limited-edition watch and projection displays that offered attendees an interactive experience.

The collaboration’s debut was held on November 27 Almost Gods' Dhan Mill store in Delhi.

“We believe in creating moments that spark conversations,” Imai said. These activations aren’t limited to physical events. Digital tie-ins, such as augmented reality (AR) experiences and gamified interactions, are in the pipeline to engage tech-savvy audiences.

Both brands recognise that Gen Z and Gen Alpha value transparency and cultural depth. Khurana emphasised this, “This collaboration connects with those who embrace resilience, individuality, and boldness. It’s about wearing something that means more than just a fashion statement.”

Though G-Shock’s ambassadors—cricket star Shubman Gill and Bollywood actor Vicky Kaushal—won’t directly feature in campaigns for this collaboration, they remain integral to the brand’s larger narrative. Imai explained that with both of them, the company is focusing on metal clad watches under the G-STEEL range, and other product lines. The reason? Its collaboration with Almost Gods is more about building a community and connecting with cultural enthusiasts.

However, don’t expect them to stay completely in the background. With Gill’s prominence during the IPL season and Kaushal’s film releases, especially ‘Chhaava’, G-Shock plans to integrate subtle nods to the collaboration, possibly through limited appearances or social media shoutouts.

Shaping India’s youth style narrative 

Both brands opted to keep promotional efforts in-house, ensuring authenticity. “We wanted to retain control over the narrative,” said Imai. By combining creative teams, the campaign reflects the essence of both brands without external dilution.

Khurana noted that Almost Gods’ celebrity associations would take a backseat this time. “The focus is on the product and the story it tells,” he said. However, given the buzz around Almost Gods among fashion-forward celebrities, including actor-singer Diljit Dosanjh, don’t be surprised if organic endorsements pop up on social media.

The collaboration piece that G-Shock and Almost Gods jointly designed.

India’s youth is at the cusp of a style evolution, driven by global influences and a deep appreciation for cultural authenticity. This collaboration is perfectly timed to tap into that energy. “Gen Z is looking for pieces that tell stories,”said Imai. The volcanic eruption-inspired watch design serves as a metaphor for creation and destruction—resonating with a generation unafraid to challenge norms.

Khurana elaborated on the aesthetic appeal: “The collaboration speaks to a demographic that values heritage and innovation. It’s not just about how the watch looks but what it represents.”

For G-Shock, this partnership is just the beginning. The brand is doubling down on the Indian market with plans to introduce more innovative timepieces and host community-centric events. “We’re committed to immersing audiences in the G-Shock universe,” Imai said.

Upcoming projects include a smartwatch that marries traditional horology with modern tech—a nod to the growing demand for hybrid timepieces. Additionally, G-Shock plans to explore partnerships with other influential Indian brands, aiming to deepen its connection with local subcultures.

The G-Shock x Almost Gods collaboration is a masterclass in how two brands with distinct identities can merge their strengths to create something unique. By focusing on storytelling, leveraging digital platforms, and engaging through experiential activations, the partnership highlights how modern marketing is as much about connection as it is about product.

As India’s youth continues to redefine style, partnerships like this set the tone for what’s next—bold, innovative, and deeply resonant. Whether you're a watch collector, a streetwear enthusiast, or simply someone intrigued by cultural mashups, this collaboration offers a glimpse into the future of fashion and functionality.