ASUS India’s marketing cheat code: Cracking Gen Z, gaming, and digital sales – Brand Wagon News

ASUS India is betting big on digital-first strategies, consumer experience, and targeted communication to strengthen its position among Gen Z and Gen Alpha. With a structured budget allocation and a sharp focus on key consumer segments, the brand is refining its marketing playbook for sustained growth. In a conversation with Shailja Tiwari, Paramjeet Mehta, Marketing Head – Consumer PC & Gaming, Systems Group, ASUS India, discusses the company’s marketing strategy, revenue growth plans, and market leadership approach, among others. 

Revenue-driven marketing strategy

ASUS’ marketing budget is closely linked to revenue generation, with digital taking the lion’s share. Mehta said that affordability programs alone claim 30% of the total budget. Of the remaining 70%, digital commands 90% (63% of the overall budget), while offline marketing gets 10% (7% of the total).

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A significant chunk of digital spending goes to e-tailers like Amazon and Flipkart, which drive 30% of ASUS’ business in India. OTT platforms and broader online visibility also get a share, while offline marketing focuses on in-store engagement and experiential activations.

“Budget allocation is closely tied to revenue, especially on e-tailers where visibility and share of voice are crucial,” says Mehta.

Festive vs. non-festive playbook

ASUS tailors its campaigns to seasonal demand. Festive periods focus on consumer consideration, driving footfall to stores and traffic to e-commerce platforms. “Festive campaigns push conversions both in-store and online,” said Mehta.

In non-festive months, ASUS shifts to high-impact branding efforts, leveraging major cricket tournaments to sustain recall.

Google vs. Meta: A strategic digital mix

ASUS optimises its digital ads by leveraging Google for product discovery and Meta for hyperlocal targeting. “Google still dominates product discovery with over 30% market share, despite Flipkart and Amazon’s rise. We prioritise brand-specific keywords before expanding to generic and competitor terms,” Mehta explained.

Meta plays a critical role in local targeting. “It helps us boost store visits by focusing on our locations,” he added.

Stronghold in key consumer segments

ASUS has carved a niche across multiple consumer categories:

60%+ market share in the creator segment

25%+ in gaming, leading in premium gaming

45% share in student laptops (15–30 age group), with a 55%+ dominance in student gaming

“Over 55% of our customers belong to Gen Z and Gen Alpha, indicating that our tech and communication resonate with younger audiences,” said Mehta.

Retail and online sales breakdown

Online sales contribute 30% of ASUS’ revenue, while Croma and Reliance drive 15-18%. Exclusive brand stores (300+ locations) account for 20%, and multi-branded outlets (4,500+ locations) make up the remaining 30%.

ASUS’ exclusive stores focus on immersive experiences, showcasing innovations like dual screens, foldables, and professional software zones. “We offer creator zones equipped with Adobe Suite and gaming demo areas in 25 stores. These hands-on experiences boost engagement and conversions,” said Mehta.

Influencer-led marketing and gaming ambassadors

ASUS does not have a mass-market brand ambassador but collaborates with influencers for targeted campaigns. “We worked with Karthik Aryan, Ronit Roy, and The Great Khali on separate projects,” he said.

Gaming is a key focus, with nine dedicated gaming ambassadors. “For example, Sikh Warrior on YouTube has been associated with us for five years,” he adds.

As technology evolves, ASUS aims to keep innovation accessible. “Tech should add value, not feel overpriced. We ensure innovation reaches consumers in a practical way,” concluded Mehta.

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