MAM
Time to steel nerves as G-Shock ticks with Shubman Gill
MUMBAI: Some watches tell the time. Others tell you to keep going when the clock feels stacked against you. G-Shock has rolled out a new brand campaign fronted by cricketer Shubman Gill, putting the spotlight on its G-Steel GBM-2100 series and doubling down on a familiar refrain Never Give Up. The film frames toughness not as a moment in the limelight, but as the quieter discipline of turning up, taking hits and moving forward anyway.
The campaign leans into G-Shock’s long-standing association with durability and self-expression, while positioning G-Steel as a sharper, more refined take on what the brand calls “absolute toughness”. Here, resilience is stripped of theatrics and recast as routine grit, the kind built through repetition, pressure and recovery rather than applause.
At its centre is the GBM-2100, launched in three new colour variants Champagne Gold, Metallic Blue and Burgundy. Built on the angular design language of the 2100 series, the watch blends metal construction with the brand’s trademark shock resistance, nudging G-Shocvk further into the space where rugged engineering meets everyday wearability.
Shot against a backdrop of motion and impact, the film mirrors the cycles familiar to professional sport uncertainty, scrutiny and the grind of staying consistent. Gill’s presence anchors the narrative, drawing parallels between elite performance and the campaign’s underlying message that toughness is less about dominance and more about durability.
Casio India managing director Takuto Kimura said the campaign reflects a generation shaped by setbacks as much as ambition, where resilience and style increasingly overlap. Gill echoed the sentiment, pointing to perseverance and comebacks as the qualities that ultimately define a career.
The project was developed in collaboration with Ducktape Studios and directed by Raylin Valles, with a clear focus on reframing what toughness looks like for Gen Z and millennial audiences.
In a crowded market of bold claims and louder endorsements, G-Shock’s latest outing keeps its message simple, steel yourself, stay unbreakable, and let the timepiece do the talking.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
