G-SHOCK, the watch brand from Casio, has unveiled a new campaign featuring its brand ambassador, Indian cricketer Shubman Gill, spotlighting the G-STEEL GBM-2100 series. Titled ‘Never Give Up’, the campaign positions G-STEEL as a symbol of resilience, reflecting the mindset of a generation that refuses to back down.
Through G-STEEL, the brand reinforces its identity around Absolute Toughness, shifting the narrative towards the relentless pursuit of excellence. Shubman Gill exemplifies this philosophy through his journey as a professional cricketer and leader, shaped by discipline, setbacks and perseverance.
At the centre of the campaign is the G-STEEL GBM-2100, now introduced in three new colourways: Champagne Gold, Metallic Blue and Burgundy. A contemporary evolution of the iconic 2100 series, the GBM-2100 blends robust construction with refined design, staying true to G-SHOCK’s legacy of durability.
Set against a high-energy backdrop of movement and intensity, the film captures the challenges faced both on and off the pitch, the pressure, uncertainty and chaos alongside the unyielding determination to rise above them. Each frame reinforces G-SHOCK’s core ethos: no shortcuts, no excuses, just the pursuit of greatness through grit. As Gill navigates moments of impact and endurance, the narrative underscores that real toughness isn’t about recognition, but about persistence when adversity strikes. Men of steel don’t pause for comfort; they absorb the impact, move forward and never give up, according to the media release.
The campaign was developed in collaboration with Ducktape Studios, led by director Raylin Valles, with a focus on redefining what toughness means in today’s context.
Casio India managing director Takuto Kimura 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.”
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.”
