Built for Pro-sumers, Built for Worry-free Business-ASUS ExpertBook P Series PC Launch

With an ask of hosting a first on-ground launch event for a new range of ASUS commercial PCs, the challenge was to turn a traditional PR enterprise-level event into a national media moment, a segment that usually receives limited media attention for mass visibility. Based on internal research conducted by the ASUS Commercial team in collaboration with Flipkart, the MSL and ASUS teams jointly brainstormed and agreed on the term “Pro-sumer” to define a growing group of professionals who rely on consumer laptops for business-critical work, often unaware of the limitations around performancesecurity, service, and durability.

We developed an insight-driven, fully earned PR campaign for the AI-powered ASUS ExpertBook P Series launch, themed “Built for Pro-sumers, Built for Worry-free Business.”This narrative shifted the story from a routine product launch to a meaningful business problem. A media-exclusive event, embargoed select media briefings, early product seeding, and direct leadership access cut through market clutter.