MUMBAI: ASUS India, a Taiwanese company in mobile technology, along with strategy and creative partner The Womb, rolled out a product campaign following the unveiling of the ZenFone 4 Selfie Series this month. The campaign stresses on the mobile phone’s unbeatable selfie-taking feature - dual lens wide-angle selfie!

“ASUS places itself in our customers’ shoes to develop a deep understanding of, and genuine empathy for, their needs -- enabling us to create user experiences that transcend the norm,” said ASUS India head marketing Arindam Saha.

To create an initial buzz leading to the launch date, a break-up tweet was posted, which generated the volcano effect that helped create intrigue around ‘#DitchTheSelfieStick’. To maintain the pre-buzz, a social campaign was kicked off by the brand ambassador ‘Disha Patani’ posting a boomerang video on her Instagram page.

For the launch of the widest angle selfie phone, The Womb team dug deep into modern India’s selfie-taking phenomenon, and uncovered a cultural nugget that Indians love to take their selfies with ‘people’, and not things. Unsurprising in hindsight, keeping the relationship-oriented Indian came Asus’ campaign proposition to bring alive its wide-angle selfie phones – “Jinki duniya badi hoti hai, unki selfie bhi badi honi chaahiye," and its brand platform - #TheBigSelfie. 

This was also Asus India’s interpretation of the brand’s new global positioning – ‘We Love Photo’ – created around its unbeatable range of camera phones. The communication was directed by Arun Gopalan, Storytellers - Mumbai.