G-SHOCK unveils ‘Never Give Up’ campaign with cricketer Shubman Gill

G-SHOCK, the watch brand from Casio, has unveiled a new campaign with its brand ambassador, cricketer Shubman Gill spotlighting the G-STEEL GBM-2100 series. Rooted in the brand’s core philosophy of Never Give Up, the campaign positions G-STEEL as a symbol of relentless resilience, embodying the spirit of a generation that refuses to back down

At the heart of the campaign is the G-STEEL GBM-2100, introduced in three striking new color variations: Champagne Gold, Metallic Blue, and Burgundy. A modern reimagining of the brand’s legendary durability, the GBM-2100 builds on the strong design legacy of the 2100 series, combining resilient construction with refined elegance and adding a fresh, expressive twist to the iconic line.

The narrative captures the trials faced both on and off the pitch, the pressure, the uncertainty, the chaos, and the unwavering will to rise through it all. Every frame echoes the essence of G-SHOCK’s ethos: no shortcuts, no excuses, just the pursuit of greatness through grit. As Shubman moves through moments of impact and endurance, the film delivers a powerful message that true toughness isn’t about the spotlight; it’s about persistence when the world pushes back. Men of steel don’t ask for a break; they take the hit, keep walking, and ‘never give up’.

Speaking about the campaign, 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 creation of the project was undertaken in partnership with Ducktape Studios, led by the director, Raylin Valles, focusing on the core values of what it means to be tough in the current context.