G-Shock and Shubman Gill presents the ‘Never Give Up’ campaign, a tribute to real resilience.

‘Never give up’ campaign is built around resilience.

Casio's G-SHOCK has started a fresh campaign featuring cricketer Shubman Gill, who is the brand's ambassador, to promote the G-STEEL GBM-2100 series. Based on G-SHOCK's ethos of ‘Never Give Up’, the campaign shows G-STEEL as representing strength and the determination of a generation that doesn't quit.

G-SHOCK has long stood for innovation, toughness, and personal style, becoming a cultural icon through its recognizable designs. With G-STEEL, the brand sets itself apart by emphasizing the drive for excellence, a toughness shown not through fame, but through hard work and the strength to always get back up. Cricketer Shubman Gill shows this spirit through his career, carrying the hopes of many while remaining strong and focused.

The story, set amid intensity and action, shows the challenges like stress, doubts, and disorder faced both during games and in private moments. Each scene expresses the spirit of G-SHOCK; no easy ways out, no making excuses, but chasing excellence through hard work. As Shubman goes through tough and lasting times, the short film sends a clear message: real strength arises not from applause, but from determination when things get tough. Strong people don't ask for a rest; they take the hit, keep moving, and 'Never Give Up.'

The G-STEEL GBM-2100 is central to the campaign and now has three new colors: Champagne Gold, Metallic Blue, and Burgundy. This watch takes the durable design of the 2100 series and adds some style. It mixes tough construction with a polished look, providing a new take on a classic.

G-SHOCK is still focusing on younger people in India. The newest campaign is meant to strengthen its bond with its current fans and bring in others who want to show how tough they are by wearing some of the most popular watch models out there.

Takuto Kimura, Managing Director at Casio India, commented on the campaign, saying:
“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.”

Key Takeaways from the campaign

Emotional appeal

The watch is presented not just as something you wear, but as a way to show who you are, especially for those who keep going despite tough times.

Human story & relatability

Shubman Gill, the Indian cricketer, is chosen for this campaign. His career in professional sports shows resilience, especially how he deals with pressure, setbacks, and always trying to get better.

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