Aimed at creating excitement, Subway India has launched a TVC campaign to promote the newly launched Chhota Sub.
The TVC revolves around the idea 'Chhota Sub Khao, Aur Jo Marzi Le Aao' (eat Chhota sub and bring anything you want) in an entertaining way.
The TVC is centred around young college students.
It highlights how the new Chhota Sub, with its attractive price point, gives them a license to indulge in buying things from the savings made.
In the film, a student is shown having Chhota Sub in the classroom. He takes out a fancy gadget to impress the girl sitting in front of him.
The girl turns back and smiles at the boy. The film uses humour to drive home the point that the savings yielded by Chhota Sub could help realize other desires, whatever they are.
Chhota Sub is a 4-inch-mini submarine sandwich priced at Rs 85 inclusive of all taxes.
It is available in Hara Bhara Kebab and Corn & Peas flavours as vegetarian options and Chicken Slice and Egg & Cheese as non-vegetarian options.
The guests will have an option of making a Chhota Sub Combo by paying Rs 30 extra for the beverage.
"We are committed to deliver great value to our guests without any compromise on the quality," said Shuchi Monga, Head of Marketing, Subway South Asia.
"With the launch of Chhota Sub we are offering four of our core sandwiches at a very lucrative price point," she said.
"We are hoping to see new guests to come-in and have an experience of the brand," she added.
Conceptualized by Dentsu Impact, the campaign intends to highlight Subway’s new and affordable entry-level offering.
Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “There’s no denying the fact that we Indians are very value-conscious consumers."
"The Chhota Sub campaign, through light-hearted humour, looks at the world from the youngsters’ lens and how the new Chhota Sub, with its attractive price point, gives them a license to indulge in buying things from the savings made," she added.
The TVC is produced by Happy Making Films.
Speaking about the film, Gaurav Kandpal, Director Happy Making Films said, “As the narrator, Vijay Raaz adds his inimitable sense of humour to the film."
"We have made the film look very realistic with the setting of a classroom and actors used," he added.
"The challenge was to pack the drama in a tight sequence wherein a problem occurs and the protagonist, because of the Chhota Sub, gets to bask in the glory," Kandpal further said.
The 360-degree campaign will be led by television and digital platforms including YouTube, Social, OTTs, Gaming Apps and popular Audio Apps.
There is also a hashtag challenge which is being planned on TikTok.
Subway leads the way in the quick service restaurant industry in terms of its product line-up which is traditionally deemed fresh and more nutritious.
Subway India has been updating its look and feel with a new visual identity to align the experience with the expectation of the new-age guest.
The Subway restaurant chain continues to evolve the dining experience, offering guests in more than 100 countries quality ingredients, as well as robust flavour combinations with nearly 7 million made-to-order sandwiches created each day.
The Subway brand provides an alternative to traditional fast food offering guests billions of sandwich, salad and wrap combinations.
All Subway restaurants are owned and operated by almost 21,000 Franchise Owners who employ hundreds of thousands of people globally.
Franchise Owners and the company are committed to eliminating hunger by supporting hunger relief programs around the world.
The Story Mug, a Guwahati-based blogzine, believes in telling stories that matter.
