Tejas Anilkumar

COPYWRITEROPEN TO CREATIVE DIRECTOR ROLES IN MUMBAI, PUNE & BENGALURU.

My work runs from instant glucose drinks to whisky that took years to make. The deadlines, however, were always the glucose kind.

Tejas Anilkumar
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ASUS ROG

The ROG Phone series
CLIENTASUS ROG
AGENCYFulcro
YEAR2018 to 2021
STATUSPublished
THE WORKBrand voice, IPs, community
THE ASK

ROG phones were launching in India for the first time. The brand needed a voice, a community and a way to make sense to Indian gamers.

WHAT WE DID

Indian esports was just picking up. The audience was there, and we had to talk to them the way characters talk in their games. The right language, the right IPs, the right engagement. So we built Crack the Code contests, Battle of Gods and offline ROG meets. Before long, the community was talking back to us in the brand’s own language.

THE CASE STUDY
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