Campaign details
Brand: Asus ZenBook Pro DuoBrand owner: Asus IndiaLead agency: FCB IndiaContributing agency: Asterii AnalyticsMarket: IndiaIndustries: PCs, computingMedia channels: Newspapers, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 3 - 5 million
Executive summary
ASUS had 11% market share in the consumer laptop category in India in Q1 2019. It was competing against the marketing might of big players like HP and Dell.
Seen as a value-for-money brand by intenders, ASUS was relegated to the second division of the laptop market. It had to make...