Lenovo India, in partnership with Intel and creative agency Leo Burnett, has launched a unique campaign called Gamers on Duty to promote its Legion series of gaming laptops. The campaign directly addresses the gaming tactic known as “camping” in shooter games, where players hide and wait to ambush others—often due to poor device performance.
Recognizing that many Indian gamers use outdated or hand-me-down laptops that can’t keep up with modern games, Lenovo tapped into this insight. These laggy systems force players into passive gameplay strategies like camping. The campaign aims to highlight how Lenovo Legion laptops, with their high-end graphics and advanced cooling, are designed to support fast-paced, competitive gaming.
To reach gamers authentically, Lenovo collaborated with 12 popular gaming influencers with a combined reach of over 20 million. These influencers entered shooter games undercover, tracking campers in-game using a feature that allows players to sneak up and hold others as a shield. During a brief 15-second interaction, they engaged campers in conversation and offered them exclusive discounts to upgrade to Legion laptops.
Chandrika Jain, CMO at Lenovo India, stated that the goal was to connect with gamers at the very moment their hardware held them back, offering both a solution and an upgrade path. Rajdeepak Das of Leo Burnett added that the campaign smartly used data and tech to deliver a hyper-personalised message to a highly targeted audience—right in the middle of gameplay.
