G-SHOCK, the watch brand from Casio, has launched a new campaign with its brand ambassador, cricketer Shubman Gill. The campaign, titled Never Give Up, highlights the G-STEEL GBM-2100 series and focuses on resilience and perseverance.
The campaign aligns with G-SHOCK’s long-standing philosophy of durability and endurance. Through the G-STEEL range, the brand presents toughness as discipline and consistency rather than visibility or recognition. Shubman Gill’s career as a cricketer and captain forms the central narrative of the campaign.
The campaign features the G-STEEL GBM-2100 model, introduced in three colour options: Champagne Gold, Metallic Blue and Burgundy. The watch builds on the design of the 2100 series, combining metal construction with a compact form factor.
The campaign film depicts moments of pressure and uncertainty on and off the cricket field. It focuses on persistence and recovery from setbacks, reinforcing the message that toughness lies in continuing despite challenges.
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.”
The campaign was developed in partnership with Ducktape Studios and directed by Raylin Valles, with a focus on contemporary interpretations of toughness.
With this campaign, G-SHOCK continues to engage with Gen Z and millennial audiences in India, while reinforcing its presence among long-time consumers through its established model ranges.
