Lenovo, as mentioned earlier created its sub brand Legion two years back. Lenovo realized that the gaming market is becoming much larger and the consumers want something that they can identify with. So instead of calling it Ideapad Lenovo carved an altogether new brand called Legion.
“So that is the first marketing investment we did by creating a separate sub brand. In terms of the advertising initiatives, gamers are lot driven by community and word of mouth, so there is a lot of social media activation too. We have also tied up with NVIDIA to do a lot of gaming cafe activation. We are doing community building both on ground and online. We also have a global property called Legion of Champions (LOC). LOC is becoming much larger this year in India,” explains Shailendra Katyal, Executive Director and India PCSD Leader, Lenovo India.
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