G-Shock & Shubman Gill Launch 'Never Give Up' Campaign

Casio G-SHOCK has launched a new brand campaign titled “Never Give Up”, featuring Indian cricketer and brand ambassador Shubman Gill.

The campaign reinforces G-SHOCK watches’ long-standing positioning around durability, shock resistance, and toughness, while spotlighting the G-STEEL GBM-2100 watch collection in India.

The campaign film draws parallels between the physical and mental demands of professional cricket and the brand’s engineering philosophy.

It presents true toughness not as spectacle, but as discipline, consistency, and the ability to continue under pressure.

The narrative focuses on setbacks, comebacks, and sustained effort rather than victory alone, aligning with G-SHOCK’s brand identity built over four decades.

Central to the campaign is the G-STEEL GBM-2100, a metal-covered evolution of the popular G-SHOCK 2100 series.

• G-SHOCK launches ‘Never Give Up’ campaign with Shubman Gill in India
• New G-SHOCK campaign highlights toughness, resilience, and everyday performance
• Shubman Gill fronts G-STEEL GBM-2100 push as Casio targets youth consumers

The collection is available in Champagne Gold, Metallic Blue, and Burgundy, combining a stainless-steel bezel with G-SHOCK’s signature shock-resistant structure. The watches are positioned to appeal to consumers seeking durable watches with a refined, everyday design.

Shubman Gill, one of India’s leading young cricketers, brings credibility to the campaign through his journey marked by form challenges, injuries, and high expectations. Speaking about the campaign, Gill said that perseverance and the ability to rebuild after setbacks are essential both in sports and life, reflecting the message behind Never Give Up.

Takuto Kimura, Managing Director, Casio India, said the campaign captures the mindset of a new generation that values resilience, long-term performance, and consistency over shortcuts. He added that the campaign aligns with youth culture in India, where pressure and competition are constant.

Also Read: Motorola Edge 70 Launched in India with Triple 50 MP Cameras

The campaign was conceptualised by Ducktape Studios and directed by Raylin Valles. It will be rolled out across digital platforms, social media, and retail touchpoints, strengthening G-SHOCK India’s brand presence among Gen Z and millennial consumers while reinforcing its focus on functionality, endurance, and relevance.