Paramjeet Singh Mehta on ASUS India’s data-driven festive season marketing strategy for 2025

As the Indian PC and gaming market gears up for its busiest time of the year, ASUS is setting the stage for an aggressive festive push in Q3 2025. Historically the brand’s strongest quarter, this period aligns with heightened consumer sentiment, big-ticket purchase intent, and multiple marquee sales events. From exclusive product launches to omnichannel offers, ASUS is looking to capitalise on this momentum with a sharp focus on consumer insights, affordability, and immersive engagement. 

In conversation with Adgully, Paramjeet Singh Mehta, Marketing & Product Head, Consumer PC & Gaming, ASUS India, shares how the brand is fine-tuning its marketing, sales, and product strategies for the festive season. He elaborates on the role of offline and online channels, category-specific growth drivers, evolving consumer behaviours, and the key pillars shaping ASUS’ brand vision for the remainder of 2025. 

As we enter Q3, a critical quarter for consumer brands, how is ASUS gearing up for the festive season in terms of marketing, sales, and product strategy? 

Q3 has historically been the strongest quarter for sales, driven by heightened consumer sentiment and the onset of the festive season. This period is marked by a sharp uptick in purchase intent across industries, with multiple auspicious dates fuelling big-ticket spending. At ASUS, we align closely with this seasonal momentum. This year, we’re taking a multi-pronged approach, doubling down on consumer insights to sharpen our product positioning, enhancing accessibility across retail, digital, and quick commerce channels, and diversifying our promotional strategies across price segments. 

In terms of product and sales strategy, ASUS launched exclusive models also in June & July backed by offering discounts across our consumer and gaming portfolio. This resulted in ASUS recording 20% of overall laptop sales in India on ecommerce platforms during the Prime Day & GOAT sales event in the month of July. Like ecommerce platform, we also provided customers with several offers in offline stores like ASUS Exclusive Store, Organised Retail chains like Reliance Digital, Vijay Sales and Croma so that the customers have an option to buy our products from where they want. 

As part of our marketing strategy in H2, we are investing in a high-impact digital campaign where we are reaching out to the audience that are looking to upgrade or have the intent to laptops during the festive season. This is also backed by collaborations with influencers, creators, and gaming communities through omni channel marketing approach.  We’ve increased our festive allocation by 10% and 35% of budget is dedicated to digital, followed by 30% on consumer affordability offers and retail engagement. 

With major sales events like Prime Day, Independence Day sales, and upcoming festive campaigns, how are you planning to position ASUS products to stand out in a highly competitive landscape? 

We’re leveraging these marquee sales events not just as promotional windows but as critical consumer touchpoints to spotlight the core strengths of our products i.e. performance, innovation, and design. Our positioning is hyper-targeted and tailored to resonate with platform-specific audiences. ASUS itself has a very strong association with Gen Z who are buying laptops for multiple purposes and our SKUs are available as per their needs. Whether it’s a college student, a working professional upgrading for hybrid work, or a creator seeking high-performance tools, our messaging is built around real use cases to drive stronger engagement and relatability. 

To ensure maximum visibility and conversion, we’re actively working with our e-commerce and retail partners on timely availability, curated storefronts, and exclusive offers. During recent sales events, our gaming and non-gaming portfolio saw affordability offers backed by attractive prices, driving strong traction across segments which included e-commerce platforms as well as major large-format retail partners such as Croma, Reliance Digital, and Vijay Sales. 

Alongside attractive pricing, we have provided easy finance solutions for customers who can also avail additional benefits of instant bank discounts, cashback offers, easy NCEMI options, and exchange deals. We’re also offering value-adds like warranty extensions and exclusive festive goodies via the ASUS Promo Website. 

What role do offline channels—like LFRs and exclusive ASUS stores—play in your festive roadmap, and what kind of on-ground activations or initiatives can we expect this season? 

India as a market still believes in experiencing a product before investing in PCs and that is a trend that is prominent particularly in Tier 2 and Tier 3 cities where trust, touch-and-feel, and assisted buying still drive conversion. Offline retail continues to be a critical pillar in our festive strategy, especially in a market like India where in-store experiences and hands-on product experience heavily influence purchase decisions. LFRs and our ASUS exclusive stores play a dual role, serving as high-impact visibility zones and trusted purchase destinations. 

With almost 300+ exclusive stores and 4,200+ brick-and-mortar sales points, our retail presence enables consumers to experience our products firsthand, especially in Tier 2 and Tier 3 cities. We also work closely with leading LFRs like Croma, Reliance Digital, and Vijay Sales to execute festive showcases, live demos, and localized promotions that bring our innovations closer to the end user. For gaming laptops, we have an initiative called ROGVerse in our ROG Stores where the customers can book a slot and experience the games on latest ROG Laptops without any cost. With this initiative where we want to give customers an option to connect with the brand through our retail stores as well as retail partners for them to experience and simplify their purchase journey. 

How would you assess H1 for ASUS India in terms of consumer response, campaign performance, and product sales? What are some key takeaways informing your strategy for H2? 

ASUS India’s H1 performance showcased robust consumer response, strong campaign traction, and sales growth. AI-PC innovations, led by the Zenbook A14, the lightest Copilot+ laptop, and early NVIDIA GeForce RTX 5000-series models, sparked social buzz, and elevated brand perception. The Fragrance Mouse MD101 captured attention as a sensory accessory, while expanded last-mile delivery via Zepto and Swiggy Instamart improved accessibility. On-ground activations, including the ROG Showdown, ProArt Meet and Beyond Incredible series, deepened community engagement, while our CSR partnership with VIDYA Foundation reinforced ASUS’s contribution to society. These efforts translated into an 18.5% market share, 22% year-on-year growth in June, and we also retained No. 1 gaming position with 30.5 % share. 

Looking ahead to H2, we are doubling down on festive momentum by spotlighting the offers across our product categories. We will secure inventory across ASUS Exclusive Stores, Gold and Silver Partners, and quick-commerce channels, while accelerating Tier 2/3 cities and taluka penetration. Our portfolio expansion continues with the AIO V400 for solopreneurs, the women-centric ASUS Gaming V16, and with the introduction of RAM, SSD, GAN chargers, and accessory offerings. By fusing product innovation, channel readiness, and community storytelling, we aim for both immediate uplift and sustained brand affinity. 

Over the past few festive cycles, what notable shifts have you observed in consumer behaviour, especially in how they engage with PC and gaming products? 

Over the past few festive cycles, we’ve seen a clear shift in how consumers engage with PC and gaming products especially among younger cohorts. Purchase decisions are increasingly driven by personalization, financing flexibility, and immersive brand experiences. Gen Z and millennial buyers are discovering products through influencer content, short-form video, and regional storytelling, and they expect seamless engagement across both online and offline channels. We’ve also observed a rise in value-led buying behaviour, with consumers actively seeking exchange schemes, bundled offers, and easy EMIs. 

For gaming, the demand is more aspirational driven by performance, design, and community validation. At the same time, young gamers seek budget friendly gaming machine that gives performance and at the same time should be lightweight. We introduced ASUS Gaming V16 specifically for such audience that is affordable gaming laptop. These shifts have pushed us to evolve our festive strategy to be more data-driven and omnichannel in execution. 

Additionally, there’s a growing preference for design and personal expression have emerged as critical decision drivers. Our recent study with Flipkart highlighted the rising demand for stylish hues, such as rose gold, green, and blue, leading us to introduce the upcoming Vivobook Multicolour series. With bold, trend-forward shades like Silent Blue, Slavia Green, BFF Peach, Terra Cotta, Platinum Gold, and Grey Green, this lineup blends performance with aesthetics, making laptops as much about individuality as capability set to launch next month. 

How is ASUS leveraging personalization and digital engagement to better connect with Gen Z and millennial buyers during high-volume shopping periods? 

Gen Z and millennial buyers expect more than just great specs. They want experiences that feel tailored, intuitive, and instantly rewarding. At ASUS, we’re leveraging personalization across our digital touchpoints to deliver product recommendations, content, and offers that reflect individual preferences and behaviours. From dynamic landing pages to hyper-targeted social campaigns, we’re designing every interaction to feel relevant and frictionless. We’ve also doubled down on immersive engagement via partnerships and enabling instant laptop delivery through platforms like Swiggy Instamart in metro cities. These initiatives aren’t just about convenience; they’re about meeting digital-first consumers where they are, with messaging that’s authentic, inclusive, and emotionally resonant. 

Are there any category-specific growth trends (e.g. gaming, creator-focused laptops, ultra-portables) that you’re particularly bullish on this festive season? 

Gaming laptops continue to be a high-growth area for us, fuelled by the rising popularity of esports, casual gaming, and a robust creator-gamer overlap. Our focus remains on sustaining this leadership through differentiated innovations, deeper community engagement, and festival-ready offerings across price points. We’re also seeing momentum in ultra-portables, where display quality, battery life, and aesthetics are key drivers. This is particularly evident among students and young professionals who are seeking devices that match both their performance needs and personal style. 

In addition, our creator series led by the ProArt Series, Vivobook 16X and OLED variants is emerging as a key growth driver. These devices are engineered for content creators who demand high-performance rendering, immersive visuals, and AI-enhanced capabilities. With the festive season being a high-intent shopping window, we’re confident these categories will see strong momentum, especially with targeted promotions and bundled offers. 

What are the key pillars driving ASUS’ brand and marketing vision for the remainder of 2025, and how do you plan to build long-term brand affinity beyond festive peaks? 

Our aim is to get closer to our consumer, not just through sales, but through real connection. For us, this means driving relevance through product, consistency, community and after-sales. In 2025, our brand and marketing vision rests on three core pillars: deeper engagement, purposeful innovation, and long-term trust building. We will continue to bring products that are suited and tailored for our consumers while also engaging with our core audiences, especially Gen Z and millennials, through creator partnerships, interactive in-store experiences, and hands-on touchpoints to build an ASUS community. 

Beyond the festive peaks, building long-term affinity also means delivering value post-purchase. Our initiatives such as ASUS Premium Care, doorstep pickup & drop-off services, and the ASUS Support YouTube channel ensure customers feel supported well after their purchase. In select cities, we’ve also introduced Drop Zones where consumers can drop their devices at the nearest ASUS Exclusive Stores to make service even more convenient. These are backed by transparent pricing, the 4A Guarantee (Accessible, Available, Affordable, Assured), and an ongoing feedback loop via Net Promoter Score (NPS) to keep improving our service experience. Our current infrastructure is pan-India with 200+ authorized service centres covering 14,600+ pincodes. We are constantly working to improve the reach of our service by doing service camps in different locations. 

In addition, we’re steadily building a stronger ecosystem with essential accessories like mouse, RAM, SSDs, and GaN adapters, all backed by ASUS’ warranty, to give our users a seamless, reliable upgrade and usage experience.