G-Shock launches ‘Never Give Up’ campaign with Shubman Gill

G-SHOCK, the watch brand from Casio, has unveiled a new India campaign titled ‘Never Give Up’ featuring its brand ambassador, cricketer Shubman Gill. Announced in New Delhi on 15 December 2025, the campaign places focus on the G-STEEL GBM-2100 series and reinforces the brand’s long-standing association with durability, resilience and everyday toughness.

Rooted in G-SHOCK’s core philosophy, the campaign positions the G-STEEL range as a representation of persistence and discipline rather than outward display. It reflects a shift in narrative towards inner resolve, aligning the product with a generation that values consistency, effort and the ability to recover from setbacks. The collaboration with Gill is framed around his personal journey as a professional cricketer and captain, marked by performance pressure and sustained public scrutiny.

The campaign highlights the G-STEEL GBM-2100, introduced in three new colour variants: Champagne Gold, Metallic Blue and Burgundy. The model builds on the established design language of the 2100 series, combining metal construction with the brand’s shock-resistant engineering. The update adds a more expressive visual treatment while retaining the core attributes associated with the G-SHOCK name.

The campaign film is set against a backdrop of movement and intensity, drawing parallels between sporting challenges and everyday personal trials. The narrative captures moments of impact, uncertainty and recovery, presenting toughness as an ongoing process rather than a single defining moment. The creative avoids celebratory tropes, focusing instead on endurance and repetition, with the message that resilience is demonstrated through consistency.

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.”

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, with direction led by Raylin Valles. The creative approach centres on redefining toughness within a contemporary cultural context, balancing sport, style and personal resolve without reliance on spectacle.

With a continued focus on Gen Z and millennial audiences in India, the campaign supports G-SHOCK’s strategy of deepening relevance among younger consumers. By combining product storytelling with a broader cultural message, the brand aims to strengthen its connection with an existing community while introducing the G-STEEL range to new audiences through a narrative of resilience worn on the wrist.