ASUS India's Marketing Strategy: Winning Gen Z, Gaming, & Sales

ASUS India is going all out with digital-first strategies, consumer experience, and targeted communications to strengthen its position among Gen Z and Gen Alpha. It is fine-tuning its marketing playbook for sustained growth through structured budget allocation and a sharp focus on key consumer segments. Marketing Head – Consumer PC & Gaming, Systems Group, ASUS India Paramjeet Mehta speaks with Shailja Tiwari about the marketing strategy of the company, the plans for revenue growth, market leadership approach, and more.

Revenue-driven marketing strategy

ASUS's marketing budget is tied to revenue, with digital taking up the majority. Affordability programs account for 30% of the total budget, while digital marketing makes up 63% (90% of the remaining 70%), and offline marketing receives 7%. A large portion of digital spending is directed towards e-tailers like

Amazon and Flipkart, which contribute 30% of ASUS’s business in India. Offline efforts focus 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 customizes its campaigns according to seasonal demands, thereby offering products for consideration during festive times. This creates footfall in stores and drives traffic to e-commerce. “Festive campaigns push conversions both in-store and online,” said Mehta. 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

ASUS earns 30% of its revenue through Online Sales; Croma and Reliance together are responsible for 15-18%. Exclusive brand stores (300+) account for 20%, while multi-branded outlets (4,500+) account for the remaining 30%.

Exclusive stores allow ASUS to create an experience for the customers that are immersive, with dual screens, foldables, and professional software zones among the offerings. “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, Ronnie 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.