afaqs!

Subway scouts for creative agency

By Rashmi Menon , afaqs!, New Delhi | In Advertising | February 18, 2013
The pitch process is underway in Delhi.

Subway, a quick service restaurant chain, is on the lookout for an agency to handle its creative mandate. The brand's creative duties are currently handled by McCann Erickson's Delhi branch. Around half a dozen agencies have already approached Subway. The pitch process is being held in Delhi.

According to a source close to the development, the brand is meeting agencies and wants to hear their understanding of the brand and how it can be built in a big way in India.

The Subway TVC

Subway plans to shortlist about three agencies, which will be given a brief to work on a full pitch campaign. Apart from traditional media, the creative agency will be expected to give creative inputs for social media campaigns as well.

Earlier this month, Subway launched a new 360 degree campaign, 'Treat everyone you owe at Subway restaurant'. The campaign focuses on affordability rather than its range of products made from fresh ingredients, which its earlier campaigns have shown. The current campaign shows a man giving simultaneous treats to several groups for various achievements in life, and promotes its egg and mayo sandwich priced at Rs 50. The campaign is directed by Soaeb Mohammed of Footcandles Films. The brand's last TVC campaign, which was product-specific, was in October, 2012.

Sanjiv Pandey, marketing manager, Subway India explains that the campaign emphasises affordability and is an attempt to attract price sensitive customers. So, in a way, it is a complete image building exercise. "In coming months, we will bring out more of such exciting offers and continue to remind our customers about the great deals at Subway, any time, any day of the week. With a wide range of Indian and international subs and salads on our menu, Subway restaurants offer a 'guilt free' dining experience," he adds.

Subway entered India in 2001 with its first restaurant in New Delhi. Today, it has 330 restaurants in 65 cities in the country. The US headquartered brand has 38,726 restaurants in 100 countries. According to the brand's website, its Asian operations have been growing at a rapid pace and India is viewed as an important market in its expansion plans. In fact, last year, the brand was quoted by newspapers as wanting to expand to smaller cities in the country.

Subway India took on a creative partner, Arms Communications, for the first time in 2009 after the brand opened 100 restaurants in the country. Alliance Advertising (its media agency) has been its media partner for long. The digital duties are handled by Buzz Tribe (social media) and Olive e-Business (that handles the brand's website).

The brand has been active in print advertising and its campaigns have essentially promoted fresh and healthy ingredients, shown by featuring various products on offer. The other players in the quick service restaurant segment include McDonald's, Pizza Hut and Dominos.

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