daWg is India’s, bold new brand, crafted to redefine the space of Gaming and Audio tech. During an exclusive interaction with Mobility Magazine, Chief daWg Officer, Mr. Yash Doshi unpacks how daWg a sister brand of Zebronics, is going beyond product development, building more than products, focusing on innovative marketing strategies and brand building to carve a unique space in the lifestyle tech segment undertaking marketing strategies etc.
Your tagline ‘Let’s Flex’ feels bold and very gamer-coded. What does it stand for in the daWgverse, and how do you see it connecting with the community?
‘Let’s Flex’ is more than a tagline – it’s a mindset. In the daWgverse, it’s about showing off your setup, your style, and your personality without holding back. Gamers love to express themselves, and this line taps right into that energy – building a community that’s proud, bold, and unapologetically themselves.
Merging next-gen performance with bold designs, it’s built for those who demand excellence without compromise. At its core, daWg embodies individuality and style that’s meant to be flaunted. Backed by Zebronics’ robust infrastructure and service ecosystem, daWg guarantees not just world-class quality but also seamless end to end purchase experience.
Marketing plays a big role in shaping how gamers perceive a brand. What’s daWg’s approach to building awareness and trust in such a crowded market?
For us, it’s about being authentic and speaking the same language as gamers. daWg’s marketing isn’t just ads; it’s conversations, content, and collaborations that feel real. We want to build awareness by being part of the culture, and trust by consistently delivering products that live up to the bold identity we promise.
Marketing plays a crucial role in establishing daWg as a distinctive lifestyle tech brand under the Zebronics umbrella. In a competitive market, effective marketing helps daWg communicate its unique identity, connect with its target audience, and build brand loyalty. Through strategic campaigns, social media engagement, and influencer partnerships, daWg can showcase not just its products, but also the lifestyle and values it represents. Marketing also enables the brand to stay relevant, create buzz around new launches, and foster a strong community. For a youth-centric brand like daWg, impactful marketing is essential to drive visibility, engagement, and sustained growth.
R&D is often the hidden backbone of gaming gear. How is daWg investing in innovation to ensure its products stay relevant and competitive?
At daWg, R&D is where most of the magic happens. We’re constantly experimenting with materials, ergonomics, and design details that can elevate the gaming experience. Innovation here isn’t just about specs but about creating gear that feels fresh, future-ready, and always in tune with how gamers are evolving.
With a growing portfolio already out, how would you describe the current daWg line-up & how it unites under one identity.
Our current lineup covers gaming chassis, AIO coolers, headphones, and now the HighKey keyboard series. Each category answers a different gamer need, but what ties them together is the daWg DNA – performance-driven, bold in design, and built to last. With every launch, including HighKey, we’re adding to a cohesive ecosystem that embodies our ‘Let’s Flex’ spirit – gear that’s as much about skill as it is about style.
Product availability has been a pain point for many brands in India. How is daWg ensuring smooth access for gamers across the country?
From day one, we’ve focused on making daWg easily accessible to gamers everywhere. With Zebronics’ nationwide network and various channel partners, availability is strong across the country. Plus, with major e-commerce platforms and our own D2C hub: dawgflex.com, gamers can grab daWg gear seamlessly, wherever they are.
Beyond products, do you see daWg playing a role in fostering esports, gaming content creation, or collaborations in India?
Definitely. For us, daWg isn’t just about making products, it’s about being part of the culture. Esports, content creation, and collabs are where the community truly thrives, and we see daWg actively contributing there. The goal is to support and amplify the scene, not just equip it.
Covered By: Mobility India / Dawg
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