What ASUS Just Did With Raj Shamani Might Change How Brands Pick Creators

We’re talking about creators, credibility, and why ASUS made a seriously sharp move.

They’re putting their money (and marketing) behind someone who actually represents India’s new work culture:

Entrepreneurs, students, digital hustlers.

And that tells us three big things:

We’ve moved past the era where a celeb’s face could sell anything.

Today’s audience asks:

→ “Do you even use this?”
→ “Have you built something with it?”
→ “Why should I believe you?”

That’s where creators like Raj fit in.

He’s not just endorsing a work-focused laptop.. he himself needs one.

So when someone who’s genuinely part of the user base promotes it, the recommendation feels earned, not paid.

💡Munchie tip: Pick people who look like your user. Because the best brand stories come from actual product stories.

The old playbook said:

→ “Let’s get someone with 50M followers.”

The new one says:

→ “Let’s get someone who speaks to our actual customer.”

Raj doesn’t need mass appeal to make this work.

He needs credibility within a niche.

And ASUS knows that – the ExpertBook is for entrepreneurs, consultants, creators, and professionals who don’t work 9-5 or sit in cubicles.

💡Munchie tip: Relevance converts. Mass appeal just builds noise.

This one’s subtle but important.

Look at how ASUS is positioning the ExpertBook.

They’re playing in LinkedIn’s lane.. where utility, efficiency, and real-world context matter.
It’s business content, but not boring.
Professional, but not preachy.
And Raj is the perfect bridge, someone who straddles both founder and creator.

💡Munchie tip: If your audience is changing, your distribution and voice should too. Don’t just show up where your audience is. Speak in the way they listen.

The creator economy isn’t just reshaping how we consume content.
It’s also reshaping how brands build trust.

And this shift?
It’s not temporary.

It’s the future of brand-building:

Where influence doesn’t come from fame – it comes from function.

And that?

That’s a Munchie worth worth remembering.

Your next Marketing Munchies? Coming in hot every Friday. Stay tuned!