Brands
Shubman Gill gets specs appeal as Oakley’s new poster boy
MUMBAI: India’s newly-appointed test series captain Shubman Gill has added designer shades to his flashy cricket gear, becoming Oakley’s latest brand ambassador in a partnership that promises to give Indian sport a serious style upgrade. The young batting sensation, known for his elegant stroke play and unflappable temperament, is now the face of Oakley’s Artifacts from the future campaign—his first foray into the eyewear game.
At 25, Gill has already established himself as one of cricket’s most promising talents, captivating fans with his consistency and composure under pressure. Now he’s set to captivate them with his choice of sunglasses too, joining an elite roster that includes football’s Kylian Mbappe, basketball’s Damian Lillard, and American football’s Patrick Mahomes II.
“I’m very excited to join Oakley, a brand that stands for performance, progression and passion – values that resonate strongly with mine.,” said Gill. “Oakley has been an integral part of my cricketing journey every time I took to the field. The innovative lens and frames technologies in every Oakley help enhance performance, and I love how unapologetically stylish they are!”
Oakley senior brand business manager Sahil Jandial was equally effusive about the partnership. “Oakley is firmly rooted in sports, and is one with the culture and community of athletes pushing the boundaries of performance. Shubman, with his relentless pursuit for perfection and progression, is a great embodiment of the Oakley spirit. I am confident this partnership will inspire millions to stay the course till they become the best version of themselves…. And onwards from there!”
The timing is spot-on for Oakley, which is marking its 50th anniversary with the launch of its futuristic “Artifacts from the future” collection. The range includes the Plantaris, described as “a high-wrap piece of future-facing art,” alongside the heritage-inspired Lateralis and the minimalist Masseter—names that sound more like Roman gladiators than sunglasses.
Oakley’s pitch is that these designs are “created for 2075 and delivered to 2025,” which is either brilliantly forward-thinking or the sort of marketing hyperbole that would make Don Draper blush. Either way, the California-based company, now owned by Luxottica, has built its reputation on innovation, holding more than 900 patents and establishing itself as the go-to brand for athletes who need to look good whilst performing exceptionally.
For Gill, the partnership represents more than just a commercial opportunity—it’s a chance to influence India’s youth beyond the cricket pitch. His journey from promising youngster to established international star and now test Captain for India mirrors Oakley’s own evolution from a small garage operation in 1975 to a global lifestyle brand.
The collaboration also reflects cricket’s growing commercial appeal, particularly in India where the sport commands massive audiences and generates enormous revenue. By aligning with one of the game’s stars, Oakley is betting that Gill’s influence extends far beyond the boundary rope.
Whether this partnership will inspire millions to “embrace their true selves and push beyond limits”—as the press release breathlessly claims—remains to be seen. But one thing’s certain: in the increasingly style-conscious world of modern sport, looking the part is almost as important as playing it. And with Gill now sporting Oakley’s latest designs, cricket just got a little cooler.
Brands
Bosch and Tata AutoComp to form JV for e-mobility in India
Equal stake venture to build electric drive systems and motors
BENGALURU: Bosch Limited and Tata AutoComp Systems are joining forces to tap into India’s fast-evolving electric mobility story, announcing plans for a 50:50 joint venture focused on key vehicle electrification technologies.
The proposed venture, expected to begin operations by mid-2026 subject to regulatory approvals, will focus on engineering, manufacturing and sales of eAxle systems and electric motors. Headquartered in Pune, it aims to bring global technology closer to the local market at a time when India’s automotive sector is shifting gears towards electrification.
For Bosch Group India president and Bosch Limited managing director Guruprasad Mudlapur, the direction is clear. He noted that battery electric technology is central to reducing emissions across passenger vehicles and select commercial segments, adding that the partnership is designed to accelerate adoption through advanced and efficient solutions.
The collaboration reflects a broader shift in the mobility landscape, where global expertise is increasingly being localised. Bosch Limited joint managing director and Mobility Solutions India president Sandeep Nelamangala, pointed out that customers are seeking cutting-edge global technologies tailored for India, a demand this venture aims to meet.
From Tata AutoComp’s perspective, the partnership brings complementary strengths to the table. Tata AutoComp vice chairman Arvind Goel, highlighted that India’s mobility ecosystem is being reshaped by electrification, localisation and the need for scalable solutions, making such collaborations increasingly vital.
Bosch’s global commitment to e-mobility is already significant, with investments exceeding six billion euros. Robert Bosch GmbH executive vice president, manufacturing and quality, electrified motion Karsten Müller, said the venture will help bring these technologies to India while strengthening the company’s regional presence.
With India now the world’s third-largest automotive market, the timing of the partnership is notable. As the country accelerates towards cleaner mobility, this joint venture positions both companies to ride the electric wave, combining engineering muscle with market ambition.
