What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
One of the most disruptive brand IPs I’ve led at ASUS is ROG Showdown. Initiated during the first COVID-19 lockdown in 2020, it began as a purely online tournament aimed at keeping gamers engaged and connected at a time when physical activations were impossible. What made it truly disruptive was how it evolved. From a digital engagement platform, it grew into a powerful offline community movement. Starting with around 300 offline participants in early 2023, it has now expanded to over 2,000 participants across 25+ gaming zones in India. Today, ROG Showdown has crossed 50,000 participants, extending beyond ROG-exclusive stores into large-format and lifestyle retail spaces, reinforcing the belief that immersive gaming belongs everywhere.
What was the spark behind that idea?
The spark came from the isolation of COVID-19 and the need to connect with gamers where they were most active—online. The overwhelming response to early tournaments revealed that gamers were seeking experiences and community, not just products. This insight shaped ROG Showdown into an omnichannel platform. We’ve since taken it further with ROG Verse, a free-to-play gaming experience zone at select ROG stores, allowing users to book gaming slots digitally.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
To me, disruption aligns with the principles of Marketing 5.0—using technology for humanity. True disruption is not about novelty, but about applying data, AI, and next-gen technologies to enhance human experience. It’s about combining predictive intelligence with emotional intelligence to create empathetic, inclusive, and relevant customer journeys that deliver value with purpose.
What consumer shift, trend, or platform are you currently obsessed with—and why?
A key shift is the move from constant marketing to contextual marketing. With Gen Z constantly exposed to content, relevance and timing matter more than frequency. Brands must focus on meaningful, well-timed interactions rather than adding to the noise.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
At ASUS, AI is treated as an enabler rather than a headline. Since 2024, we’ve launched AI-powered PCs focused on real-world productivity, creativity, and convenience. Our three-tier AI framework—Everyday AI, Next Level AI, and Advanced AI—ensures accessibility while keeping human benefit at the core of innovation and marketing.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
My inspiration comes from mapping product usage to real-life contexts. For instance, the ROG Ally campaign drew from millennial gaming nostalgia and focused on bridging generations through shared gaming experiences.
Lastly, what’s one marketing rule you love to break—and why?
I challenge the belief that marketing must always be creatively complex. Sometimes, simplicity and clarity resonate far more powerfully than elaborate creative constructs.