Casio’s G-Shock Scores Endorsement Deal From Rising Indian Cricket Star

Casio G-Shock has sealed an endorsement deal with Indian cricketing starlet Shubman Gill. The 23-year-old batsman was picked by the Japanese watch brand as he personified rugged toughness, a key brand value for G-Shock.  

Gill, is considered one of the biggest names in the next generation of cricketers, and has enthralled millions of fans with his steadfast passion, extraordinary talent, and resilience both on and off the field. 

His stellar on-pitch performances amplifies G-Shock’s brand value of “Absolute Toughness”, resonating resilience, perseverance, and the quest for perfection. 

Hideki Imai, Managing Director, Casio India, said, “We are delighted to welcome Shubman Gill to the global G-Shock family. His inspiring persona and unwavering determination resonate strongly with G-Shock’s values, making him the perfect embodiment of our ‘spirit of toughness.’ Together, we aim to empower the youth, encourage them to embrace challenges, and foster an unyielding spirit of never giving up.”

The collaboration with Shubman Gill plays a pivotal role in G-Shock’s strategy to engage with India’s sizeable Gen Z and millennial audiences. He has already donned two classic G-Shock models in the debut campaign as the Japanese watch brand aims to increase its market share there.

According to ASN data, Casio G-Shock has the 5^th largest market share, spending almost US$6.35m for its category across the Asian sponsorship market since Q420. Unsurprisingly, the watch brand’s spends have been focused in Japan (71.4%) and China (22.%) while India has a mere 2.6% of its spends, the situation might change has the brand targets the nation with the largest Gen Z and millennial population in the world.