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’ in an entertaining way.
The TVC (https://www.youtube.com/watch?v=S5NVyCoeqvE) is centered around young college students. It highlights on 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 humor to drive home the point that the savings yielded by Chhota Sub could help realize other desires, whatever they be.
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.
Shuchi Monga, head of marketing, Subway® South Asia said, “We are committed to deliver great value to our guests without any compromise on the quality. With the launch of Chhota Sub we are offering four of our core sandwiches at a very lucrative price point. We are hoping to see new guests to come-in and have an experience of the brand.”
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.”
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. 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.”
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.
(We got this information in a press release.)