Time to steel nerves as G-Shock ticks with Shubman Gill

MUMBAI: Some watches tell the time. Others tell you to keep going when the clock feels stacked against you. G-Shock has rolled out a new brand campaign fronted by cricketer Shubman Gill, putting the spotlight on its G-Steel GBM-2100 series and doubling down on a familiar refrain Never Give Up. The film frames toughness not as a moment in the limelight, but as the quieter discipline of turning up, taking hits and moving forward anyway.

The campaign leans into G-Shock’s long-standing association with durability and self-expression, while positioning G-Steel as a sharper, more refined take on what the brand calls “absolute toughness”. Here, resilience is stripped of theatrics and recast as routine grit, the kind built through repetition, pressure and recovery rather than applause.

At its centre is the GBM-2100, launched in three new colour variants Champagne Gold, Metallic Blue and Burgundy. Built on the angular design language of the 2100 series, the watch blends metal construction with the brand’s trademark shock resistance, nudging G-Shocvk further into the space where rugged engineering meets everyday wearability.

Shot against a backdrop of motion and impact, the film mirrors the cycles familiar to professional sport uncertainty, scrutiny and the grind of staying consistent. Gill’s presence anchors the narrative, drawing parallels between elite performance and the campaign’s underlying message that toughness is less about dominance and more about durability.

Casio India managing director Takuto Kimura said the campaign reflects a generation shaped by setbacks as much as ambition, where resilience and style increasingly overlap. Gill echoed the sentiment, pointing to perseverance and comebacks as the qualities that ultimately define a career.

The project was developed in collaboration with Ducktape Studios and directed by Raylin Valles, with a clear focus on reframing what toughness looks like for Gen Z and millennial audiences.

In a crowded market of bold claims and louder endorsements, G-Shock’s latest outing keeps its message simple, steel yourself, stay unbreakable, and let the timepiece do the talking.