Making Taiwanese tech brands matter to Indian fans
Consumer tech · India · 2017-20
Cricket, gaming and pop-culture campaigns for nine Taiwanese electronics brands under one banner, including an IPL partnership and a national eSports cup.
The challenge
Taiwan Excellence speaks for a group of Taiwanese tech brands in India. The job was to make those brands matter to Indian buyers, by linking them to what India already loves: cricket, gaming and pop culture.
The work
- Taiwan Excellence Gaming Cup. A nationwide eSports tournament, written, pitched and run three years in a row: the campaign idea, the copy, the social posts and the paid ads.
- Mumbai Indians × Taiwan Excellence. An IPL sponsorship turned into fan-first campaigns, on the ground and online. #GullyCricketRules asked fans to share the rules of their own street cricket.
- One voice for nine brands. Launch and always-on campaigns that kept each brand distinct under one banner.
What this looks like for you
A campaign that borrows attention from what your customers already love, so your brand shows up in their conversations, not just in their feed.