G-SHOCK has launched a new campaign featuring brand ambassador and cricketer Shubman Gill, highlighting the G-STEEL GBM-2100 watch series. The campaign is based on the brand’s ‘Never Give Up’ positioning and focuses on themes of resilience and consistency.
The campaign associates the G-STEEL range with durability and discipline, drawing parallels with Gill’s journey as a professional cricketer and captain. It presents toughness as a result of sustained effort rather than visibility or recognition.
The G-STEEL GBM-2100 series has been introduced in three colour variants: Champagne Gold, Metallic Blue, and Burgundy. The model builds on the 2100 series design, combining a metal bezel with shock-resistant construction.
The film follows moments of pressure and endurance, both on and off the field, to underline persistence in challenging situations. The project was developed in collaboration with Ducktape Studios and directed by Raylin Valles.
The campaign targets Gen Z and millennial audiences in India and is aimed at reinforcing G-SHOCK’s positioning around durability and long-term performance.
Speaking about the campaign, Mr. Takuto Kimura, Managing Director, Casio India said, “With the unveiling of this new film, we are celebrating a generation defined by grit and those who refuse to back down when tested. The campaign captures the energy of young India, where resilience meets style and every setback sparks a stronger comeback. Shubman Gill truly embodies this spirit of perseverance and passion, reflecting G-SHOCK’s belief that real toughness lies in the courage to rise, every single time.”
G-SHOCK brand ambassador and Cricketer Shubman Gill added, “There is strength in perseverance and courage in every comeback. I’ve had my share of challenges and setbacks, but it’s the will to keep going that defines you. ‘Never Give Up’ truly captures that spirit and it’s what G- SHOCK stands for. I am proud to represent a brand that celebrates resilience and inspires people to stay unbreakable, no matter what life throws their way.”
