Asus is a global leader when it comes to gaming laptops: Paramjeet Singh Mehta

Asus is one of the leading multinational computer hardware and consumer electronics company. It is a global technology leader delivering incredible experiences that enhance the lives of people everywhere. ASUS is passionate about technology and driven by innovation.

The brand used a unique strategy to promote its Zenbook Pro Duo laptop to create awareness and leave a lasting impression on its users. For this, the brand, along with Dentsu, partnered with mCanvas to create a disruptive experience to advertise the disruptive innovation using our rich media solution. The award-winning mobile ad used real-time, eye blink detection technology to engage its users.

In an interaction with Adgully, Paramjeet Singh Mehta, Marketing Head, Consumer PC & Gaming, Systems Group at Asus India, talks about Asus’ marketing strategy, growing its product portfolio, special emphasis on the gaming ecosystem, key focus areas in 2023, and more.

How has Asus been fortifying its marketing strategies?

We are in an Infinite game of business, where external variables can change the game in a second. At the same time, marketing is more dynamic than ever with digitisation and convergence of multi-party consumer data. Therefore, our strategy is to keep the “Consumer” at the core and build thoughtfully devised consumer experiences that are relevant and further aid the customer journey at every touch point.

Today, there are multiple ways a customer can connect with us, even at the research/ discovery stage, therefore, allowing us to weave in their feedback and insights to deliver better and more innovative products, tailored to their needs.

How are you expanding your product portfolio?

Last quarter, we unveiled a compelling line-up of laptops, including the sleek and versatile Zenbook 14 Flip OLED, Vivobook S 14 Flip and Vivobook 15 (Touch). To meet the growing demands of designers, creators, vloggers and artists, we have further expanded our consumer PC category to introduce Zenbook Pro 14 Duo OLED and Pro 16X OLED, StudioBook Pro 16 OLED & 16 OLED and VivoBook Pro 15 OLED & 16X OLED for the Indian market to address the dynamic requirements of the consumers.

Coming to our gaming line-up – The Republic of Gamers (ROG), we further strengthened the portfolio with the launch of the ROG Zephyrus Duo 16, Zephyrus G14, and Flow X16 alongside the refreshed editions of Zephyrus G15, and Flow X13, packed with power and upgraded performance. The laptops featured the powerful AMD Ryzen 6000 series mobile processors and a MUX Switch to deliver uncompromising powerful gaming performance. This was followed by the launch of ROG Strix Scar 17 SE, one of the most powerful laptops introduced by the brand this year, taking the gaming experience to the next level. The laptops are an addition to Asus’ extensive gaming portfolio and are designed to uplift the competitive edge of gamers with state-of-the-art technology. Not to mention we are bringing the most anticipated laptop, Zenbook 17-Fold OLED, to the Indian market.

Given the burgeoning gaming ecosystem in India, how is Asus tapping into this growing market?

We are the global leaders when it comes to Gaming Laptops and we have a very versatile portfolio. Those looking for an affordable gaming machine can opt for our TUF Gaming series; for Performance centric gameplay, we have the ROG STRIX SCAR series; for those looking for a synergy between gaming and work, we have the Zephyrus Series and last but not the least, we also have the ROG Flow X & Z series that offers top-of-the-line of industry innovations.

We have been pioneers in community marketing and it has been more than a decade since we established the “Republic of Gamers” community. Currently, we have ROG properties such as the ROG Academy, ROG Showdown and ROG Masters that selectively focus on esports streamers, casters, professional players, coaches and esports teams to further strengthen the Indian e-sports ecosystem.

How has digital advertising helped Asus to generate revenues?

Over the years, Digital Advertising has evolved multifold and has brought various aspects under its umbrella, including connected TV, Digital OOH, and Digital Music Aggregators. With the e-tailers grabbing more than 30% share in consumer electronics, the lower funnel campaigns on e-tailer platforms are delivering exceptional outcomes on the advertising cost of sales (ACoS) metric.

Please tell us about Asus campaign strategy during the festive season of 2022.

We kick-started the festive season with the launch of the “The Incredible comes from within” campaign. With this campaign, we aimed to drive awareness and educate the customers about our latest innovations in Laptop and electronics category. Our portfolio is tailored to meet the needs of everyone with our products, starting from Dual screen Zenbook Pro 14 Duo OLED laptops to Vivobook Pro laptops with rotating Dials for creators to the most awaited Zenbook 17-Fold OLED Foldable Laptops.

For the campaign, we chose major impact-led media vehicles covering TV, Print, Connected TVs and OTT, apart from the programmatic awareness media.

We as “ASUS” stand ahead of the normal and resonate well with early adopters of the latest in technology.

Going forward, what will be the key focus areas for ASUS in 2023?

Delivering an enriched and seamless consumer experience is at the core of the brand and something that the brand will always work towards and reflect. Customers today can check the 360-degree videos of our stores; their ratings and even what products are available at the store from the ease of their homes.

Additionally, we have also added a store locator feature for the consumers, which will allow them to connect with the brand at the ease of their homes. In 2023, we aim to go beyond this to further improve and enhance the customer experience.

Another key focus area for us is adding 100 additional “Try it” or touch points for our customers. We are already at a stage where we have eight gaming exclusive stores with designated gaming zones that are equipped with the latest technology tools required for esports, which e-sports enthusiasts and gamers can enjoy free of cost.

Additionally, I am happy to share that ASUS India is about to reach another milestone of having 200 exclusive stores across India. The stores have live demonstrations, where customers can try out the products as well.