G Shock has rolled out a new campaign with cricketer Shubman Gill at its centre, and it stays true to what the brand has always stood for toughness earned, not claimed. The campaign spotlights the G Steel GBM 2100 series and ties its rugged design to Gill’s own journey of discipline, setbacks and quiet resilience.
Rather than leaning on flash, the campaign focuses on moments that define real grit. Gill is shown not as a larger than life celebrity but as an athlete who has built his career through consistency, long hours and mental strength. This approach fits neatly with G Shock’s long held Never Give Up philosophy, which has shaped the brand since its early days.
The G Steel GBM 2100 itself plays a key role in the narrative. Known for its shock resistance and metal exterior, the watch balances durability with a more refined look. The new colour options add a contemporary edge, making it suitable for everyday wear while still carrying the toughness G Shock is known for. It is positioned as a watch for people who push through pressure, whether on the field, at work or in daily life.
Shubman Gill’s association also reflects G Shock’s focus on a younger audience that values performance and authenticity over hype. As one of Indian cricket’s most dependable talents, Gill represents focus and perseverance rather than noise. That alignment feels natural and believable.
By pairing a performance driven product with an athlete known for calm confidence, G Shock reinforces its place as more than just a watch brand. The campaign speaks to a generation that sees toughness not as aggression, but as the ability to stay steady, keep improving and show up every day, no matter the challenge.
