Subway® India has released a new TVC campaign #GetDesified to add momentum to its newly launched desi flavours.
The TVC #GetDesified is a fun invitation to food lovers to indulge in Subway’s mouth-watering desi flavours namely Mutton Keema, Chicken Seekh Masala, Soya Keema and Paneer Bhurji Masala. The TVC, laced with wit and humour, highlights the comic camaraderie between a foreign girl and an Indian boy.
In the TVC, an Indian boy sees a beautiful foreign girl, ordering her food at a Subway® restaurant using a foreign language. To impress the girl, the boy also starts conversing in the same language, the girl was speaking. Meanwhile, the sandwich artist hands-over the girl’s order of Loaded Signature Wrap in new desi flavour.
Ms Shuchi Monga, Head of Marketing, Subway® South Asia said, “We Indians have a strong connection with the food that we’ve grown up eating. The TVC, in a humorous way, depicts how the new desi flavours can bring out the desi-ness in anyone.”
The TVC, highlighting the new flavours, shot in Subway’s new Fresh Forward design, will surely connect with audience across all age bands and will definitely inspire them to try the new menu items, added Ms Monga.
To promote their new menu-items, Subway® India has built a 360-degree marketing campaign, led by the traditional as well as the digital media where bespoke creative derived from the main TVC will be played on TV. It will also be featured online through YouTube (https://www.youtube.com/watch?v=g1pxj2QXYtA) and social media to create more excitement among viewers.
The TVC has been produced by Happy Making Films and the creative agency is Dentsu Creative Impact.
Mr Amit Wadhwa, President, Dentsu Creative Impact said, “Young Indians today are no longer shy about embracing and celebrating their desi-ness. So, with the introduction of desi flavours, there is a great opportunity to add a desi twist to Subway® offerings, thereby bringing it closer to consumers’ heart.”
Mr Gaurav Kandpal, Director, Happy Making Films said, “In this TVC we have used lighting and music as tools in setting up a transformation in context of the build-up and reveal. Idea is to lead the audience into the plot and then bring in the surprise element.”
The new menu items will be available for a limited period across all Subway® restaurants in India and would also be available on delivery platforms. (more) Subway® began its operations in India in 2001 and currently operates a chain of more than 660 restaurants across 70 Indian cities. The brand leads the way in the quick service restaurant industry in terms of its product line-up which is traditionally deemed fresh and more nutritious.