Publicis Capital wins Subway India business

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 01, 2013
The Indian arm of the US-based fast food chain has awarded its creative duties to Publicis Capital. The business is expected to be in the range of Rs 25-35 crore.

Subway India has awarded its creative business to Publicis Capital. It is learnt that the account size is between Rs 25-35 crore and the New Delhi office of the agency will handle the account.

The fast food chain invited a multi-agency pitch a month ago; the other agnecies in the fray were Publicis, McCann, Dentsu, Rediffusion and Saatchi.

Hemant Misra

Hemant Misra, CEO, Publicis Capital, says, "We will not just make an ad for Subway but will partner it in product design, store design, product launch, creation of ads and other aspects. We will be a complete business partner."

He adds that there is a huge scope for the fast food category in India and Subway provides healthier options. It is becoming a trend in the country and is not just restricted to metro cities.

Sanjiv Pande, marketing manager, Subway India, says, "In the current competitive scenario, creating a differentiation within its category is the need of the hour for the brand, where we see Publicis working in close partnership with us to help achieve the business and brand objectives."

Publicis Capital will handle all the creative campaigns of Subway India across media. The first campaign is slated to be released on television by May.

Subway Systems India opened its very first restaurant in 2001 in New Delhi and curently has 330 restaurants in 65 cities across India.

Subway was first launched in 1965 by Fred Deluca at Connecticut, USA. He started the business in partnership with Peter Buck and today runs a chain of Subway franchises across several countries.

In 2012, Publicis made several acquisiitions in India. In December 2012, it acquired iStrat, a Delhi-headquartered integrated digital agency, and MarketGate, a Mumbai-based strategic business and marketing consulting firm. iStrat was rebranded as Publicis iStrat and operates as a unit within Publicis Modem, the global digital network from the house of Publicis Worldwide.

Publicis has more than 200 offices in 82 countries and employs over 9,000 communication experts.

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