MAM
Taproot to handle Airtel’s Data Services campaign
MUMBAI: Following the success of “‘har friend zaroori hai, yaar” campaign conceptualised by Taproot India, Airtel has entrusted the creative agency with one more campaign.
The agency has bagged the creative mandate for Airtel Data Services‘ campaign following a multi-agency pitch.
JWT is the creative AoR (Agency on Records) for Airtel while Taproot India has been hired on a project basis.
Airtel had also taken its “har friend zaroori hai, yaar” campaign to the next level with the launch of an online viral campaign at its YouTube channel. Taproot India had created 20 videos for the digital campaign, inspired by ‘friend types‘ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.
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.
