On the occasion of Baisakhi, Casio India, a pioneer in timekeeping innovation, had unveiled a campaign that celebrates the power of moments that transcend time. Rooted in the spirit of a festival that marks new beginnings and commemorates the formation of a collective faith, the campaign reflects on how life may evolve, but the memories and bonds that shape us remain constant.
The newly launched LTP-SN6 series takes center stage in a campaign film, symbolising timeless bonds and festive elegance while tracing the journey of changing times — as roles, cities, and lives shift, underscoring the enduring nature of meaningful connections. Models include Casio LTP-SN6KGS-7A, LTP-SN6KR-1A, LTP-SN6KD-2A and LTP-SN6KR-8A, each designed with understated sophistication to complement modern Indian sensibilities.
Built around the thought of bringing loved ones closer again this season, the film highlights how even the smallest moment can rekindle relationships and revive emotions that time and distance may have set aside. With a simple yet powerful narrative, it brings alive the insight that sometimes, all it takes is one moment to transport us back to where it all began.
Anchored in authenticity, the film focuses on real, relatable Indian moments to build a deeper connect with audiences. It captures this sentiment with time emerging as a metaphor for encouragement, hope, and connection, embodying Casio’s philosophy of “Making Moments That Matter.”
Medianews4u.com caught up with Takuto Kimura, Managing Director, Casio India
Q. Casio India focusses on durability and pricing to win. How will this strategy take shape in 2026 in India which is a price sensitive market?
Durability and value for money have always been core pillars for Casio, and this strategy will continue to evolve in 2026 to stay aligned with the needs of a price sensitive yet increasingly aspirational market like India. Our focus is on delivering products that offer long-term reliability and strong functionality at accessible price points, whether it is the toughness and resilience associated with G-SHOCK or the everyday dependability of our Casio series.
At the same time, we are working on strengthening perceived value. This goes beyond pricing to include design innovation, product features, and local relevance, such as our Made in India initiatives, which allow us to optimize costs while catering more closely to Indian preferences. We are also expanding our portfolio across price segments to cater to a wider audience, from entry level consumers to those seeking more premium offerings. In 2026, this balanced approach combining durability, thoughtful pricing, and enhanced value will remain central to how we build consumer trust and drive growth in India.
Q, Casio India focusses on cultivating a customer-first culture. How has this helped it grow market share over the decades?
Casio’s sustained growth and market share expansion have been driven by a consistent focus on evolving consumer needs, preferences, and changing cultural trends, helping us build deep trust and long-term loyalty across generations. As consumer lifestyles and expectations have shifted over the decades, these changes have also shaped our product innovation strategy, enabling us to continuously develop products that stay relevant to changing requirements while retaining the durability, reliability, and timeless appeal that Casio is known for. This approach is reflected across every touchpoint, from product design and innovation to pricing, distribution, and after-sales service, ensuring reliable, high-quality offerings at accessible price points along with a seamless ownership experience.
Q. Is predictive analytics going to play an increasingly important in deciding where to allocate resources be it marketing or opening G-SHOCK stores in 2026?
Predictive analytics is expected to play an increasingly important role in helping businesses make sharper and more efficient decisions around resource allocation, whether in marketing investments or retail expansion. At Casio India, we continuously study both our own historical data, broader industry consumer buying behavior and market patterns to better understand where demand is emerging, how preferences are shifting, and where resources can deliver the strongest impact.
These insights help guide decisions on where, when, and how to allocate investments, including identifying potential locations for new G-SHOCK and Casio stores. While we remain committed to strengthening our presence across metropolitan and urban markets, a key priority for 2026 has also been accelerating expansion into Tier 2 cities such as Bhubaneswar, Raipur, Madurai and other high-potential growth markets.
Q. Tier 2 and Tier 3 cities are a key focus area in 2026. What tactics are being adopted to build a strong connection through things like opening G-SHOCK stores, a better focus on hyper personalisation?
Tier 2 and Tier 3 markets are a key growth driver for us in 2026, and our approach combines expansion with strong local relevance. We are strengthening our retail presence by opening more exclusive G-SHOCK stores and expanding distribution in emerging cities like Bhubaneswar, Raipur, and Coimbatore, bringing the brand experience closer to increasingly aspirational consumers.
At the same time, we are focusing on hyper-localisation, tailoring marketing strategies to regional nuances through language, cultural cues, and purchase occasions, with campaigns around regional festivals like Baisakhi, helping us connect more meaningfully with local audiences and align with their buying cycles.
Q. Casio is a legacy brand that has been in the country for three decades. To what extent are marketing efforts revolving around introducing the brand to Gen Z and Gen Alpha?
Engaging Gen Z and Gen Alpha is key priority for us today, as we continue to evolve the brand in ways that feel relevant, aspirational, and culturally connected for younger audiences. This includes partnerships with youth icons like Shubman Gill, who reflect confidence, resilience, and modern style. In parallel, we are continuously refreshing our portfolio, across G-SHOCK and Casio, with designs, colorways, and features that cater to younger consumers’ need for both functionality and self-expression.
This is also reflected in key new launches such as our Camo collection, which taps into the growing popularity of urban outdoor and utilitarian fashion trends among this generation, while staying true to G-SHOCK’s rugged identity. We are also investing in immersive experiences like Vintage Verse that blend music, fashion, and culture, allowing us to engage audiences in more meaningful and interactive ways and ensuring Casio remains a contemporary and relevant choice for younger audiences.
Q. In marketing a legacy brand to new TGs what are the mistakes that need to be avoided?
One of the key mistakes to avoid is trying to appear overly trendy at the cost of authenticity. Brands need to stay rooted in their core values, even as they evolve the way they communicate with younger audiences.
Relying on legacy without refreshing products or storytelling can also make the brand feel dated. Another common pitfall is taking a one size fits all approach. Younger consumers expect relevance, personalisation, and engagement, so it is important to adapt to their preferences while still maintaining the brand’s credibility and heritage.
Q. Younger TGs often use LLMs for product discovery. How is AI impacting Casio India’s marketing tactics and strategy in 2026?
AI is increasingly shaping how consumers discover and evaluate products, and we are adapting our marketing approach accordingly in 2026. As younger audiences turn to LLMs and AI driven platforms for recommendations, it becomes important for us to ensure that our brand presence is strong, accurate, and relevant across these ecosystems.
This means focusing on high quality, consistent digital content, clear product information, and strong storytelling that can be effectively surfaced through AI led discovery.
Q. Is AI now fully integrated into Casio India’s marketing function as opposed to just using AI tools for experimentation?
AI is certainly becoming an important part of the marketing ecosystem, but we view it as an evolving capability rather than something that is fully integrated at this stage.
We are selectively leveraging AI across areas like insights, content, and media to enhance efficiency and decision making, while continuing to evaluate its role as the landscape matures.
Q. Could you talk about brainstorming with the creative agency that led to the Baisakhi campaign? What role will festive marketing play in the overall marketing strategy in 2026?
For campaigns like Baisakhi, the creative ideation is led in house, with our team working closely to identify the cultural insight, narrative, and overall storytelling approach. Once the concept is locked, we collaborate with execution partners, in this case with Green Chutney Films, to bring the vision to life on ground, ensuring the final output stays true to both the brand ethos and the cultural context of the festival.
Festive marketing plays a pivotal role in our overall strategy, especially when it comes to promoting the Casio Timeless range. These occasions are deeply rooted in emotion, gifting, and personal expression, making them highly relevant for our products. Over the past year, we have activated campaigns around key festivals like Raksha Bandhan, Onam, Durga Puja, and Diwali to connect with consumers across regions.
In 2026, we plan to scale this approach further by expanding our regional festive marketing footprint and creating more localised, culturally nuanced campaigns that resonate strongly with diverse audiences across the country. Festive marketing will therefore continue to be a key lever in driving both brand relevance and purchase intent.
Q. How important will Diwali and the festive season be from a sales perspective?
The festive season, especially Diwali, is extremely important for us from a sales perspective and continues to be one of the biggest consumption periods in India. It is a time when consumers actively look at gifting, upgrading, and purchasing aspirational products, making it a key period for demand creation across categories. During this season, our focus is on maximising momentum across the iconic ranges of our four key brands, while also creating new avenues of purchase through fresh launches and new product line-ups that cater to evolving consumer preferences.
Casio India has been growing steadily year after year, driven by strong brand loyalty, consumer trust, and continuous product innovation. With an exciting festive portfolio this year as well, we are confident of sustaining that momentum and further strengthening our hold in the consumer market by offering products that combine durability, style, and everyday relevance.
Q. In terms of the media mix will there be any change compared with 2025 in terms of budget allocation between traditional and digital media? Will marketing spends grow in 2026?
As the business continues to grow, our marketing investments are scaling in tandem, and in 2026 we expect an overall increase in spends aligned with our expansion across markets, product categories, and consumer segments.
Our media strategy will remain balanced and adaptive, with a strong mix of traditional and digital channels, where traditional continues to build mass awareness and reinforce brand legacy, while digital enables sharper targeting, deeper engagement, and measurable impact, especially with younger audiences. Going forward, the focus will be on continuously optimizing this mix based on campaign objectives and audience cohorts, ensuring we leverage the strengths of both mediums effectively while maximizing return on investment.
Q. What role will influencer marketing play for Casio India in 2026 by working with lifestyle creators? How is this being balanced with working with brand ambassadors? Are both routes equally important?
Influencer marketing will continue to play a key role for Casio India in 2026 as we strengthen our presence in lifestyle and culture led conversations, using creators to showcase our products in real, everyday contexts across fashion, music, travel, and street culture, thereby driving relatability and deeper engagement with younger audiences.
At the same time, brand ambassadors like Shubman Gill and Vicky Kaushal remain critical in building mass appeal, amplifying reach at scale, and reinforcing credibility.
Rather than viewing these as separate approaches, we see them as complementary, with influencers bringing authenticity and niche community connections, and ambassadors delivering scale and aspiration, and we will continue to maintain a balanced mix between the two based on campaign objectives and audience segments.
Q. From a product innovation standpoint, what can consumers expect in the coming months? Is it important to be ahead of the curve when it comes to product innovation so that you can anticipate and fulfill emerging demand trends?
From a product innovation standpoint, we have a strong pipeline of launches planned across our key portfolios in the coming months, with some exciting updates within G-SHOCK and Vintage build on evolving design, fresh color directions, and features aligned with younger, style-conscious consumers. Furthermore, we will continue to strengthen our Made in India collection for Casio, with a sharper focus on local relevance and consumer preferences.
There is also more in store within our Edifice lineup, including a stronger focus on automatic watches for consumers who value craftsmanship, precision, and elevated watchmaking design. While we are not revealing everything just yet, our overall approach remains focused on balancing global innovation with local insight, ensuring what we bring to market feels both contemporary and meaningful.
Q. How much R&D goes into on making G-SHOCK stores and other retail spaces more intuitive, welcoming, and immersive? How does it help with brand building which can help drive repeat business over the long-term?
A significant amount of R&D goes into designing our retail spaces, driven by deep consumer insights, behavioral understanding, and evolving retail trends. This allows us to create environments that are intuitive, welcoming, and immersive, bringing the G-SHOCK identity to life in a meaningful way. Our G-SHOCK stores reflect the spirit of toughness while showcasing the many sub-cultures part of the G-SHOCK lifestyle.
They act as experiential spaces, playing a critical role in brand building by fostering stronger emotional connections, enhancing recall and loyalty, and ultimately driving repeat engagement and long-term relationships with the brand.
Q. How will Casio India finetune its B2B marketing strategy to strengthen relationships with both offline distributors and with online e-commerce platforms?
While we continue to expand our retail presence offline, we are also seeing a significant uptick in online sales, driven by the consumer’s ease of purchase and convenience. Both channels remain important to our growth, and our approach is tailored to the distinct dynamics of each.
While mass advertising works effectively for offline retail channels, the online ecosystem is far more complex, with multiple levels of advertising, promotional placements, and intense competition. In this environment, it is essential for us to not only maintain optimum levels of stock online but also invest adequately to ensure Casio remains top of mind for consumers shopping digitally.
We continue to increase our investments on e-commerce platforms every year to cut through the competitive clutter and strengthen our presence across online marketplaces.
