Microsoft has scrapped its 'This is an Xbox' marketing campaign just weeks after launching it, with Xbox CEO Asha Sharma explaining the branding didn't align with the company's identity. The campaign quietly disappeared from the web in mid-March, shortly after Sharma took over from Phil Spencer. Microsoft's brief statement confirmed Sharma personally decided to retire the campaign, describing it as not feeling authentic to Xbox.

This marks another move in Sharma's broader 'return to Xbox' initiative that began when she assumed leadership. The campaign's sudden death follows a pattern of rapid changes under her direction, including recent confirmation of Project Helix - a next-generation console that will play both Xbox and PC games. Sharma has also simplified other Xbox branding, switching from 'Full Screen Experience' to 'Xbox Mode' in recent updates.

The swift cancellation reveals internal uncertainty about Xbox's marketing direction and Sharma's willingness to make quick decisions about brand identity. While some of her initiatives have succeeded, others have faced mixed reception from the gaming community. Her aggressive approach to resetting Xbox's brand image suggests Microsoft is still searching for the right way to position its gaming division in an increasingly competitive market.