Tejas Anilkumar

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.

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.