MAM
NGC taps Leo Burnett to scale Everest
NEW DELHI: National Geographic Channel has signed on Leo Burnett for communication work on the reality show Mission Everest. This comes on the heels of a hotly contested pitch between four agencies.
Commenting on the development, NGC’s senior VP (content and communication) Dilshad Master says, “We decided to partner with Leo Burnett on this particular project as their proposition showed good understanding of our strategy. And apart from innovative thinking, their ability to work on this campaign across mediums was outstanding”.
The Everest initiative marks a first for NGC in terms of creating local programming that specifically targets the Indian viewer and for this it has also tied up with The Indian Army. This is a part of the channel’s ongoing effort at broad basing its appeal and making the channel experiential and interactive.
This entire Everest initiative – from Everest Se Takkar – the challenge to take part in the selections to the final trek with the Indian Army, is being filmed by the channel and will be put on air in the form of the above mentioned reality show..
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
