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Wednesday, April 1, 2020

SUBWAY® INDIA PERKS UP CONSUMER EXPERIENCE; ENHANCES INGREDIENT QUALITY, UPDATES MENU BOARDS

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With a view to re-vitalize its guest experience, Subway® India has enhanced the quality of its protein flavours and revamped itsmenu boards across its 660-plus restaurants in the country.

The quality of proteins has been enhanced to give guests an experience of a more wholesome and a flavourful meal. The improved list of proteins includes, ChatpataChana (filling), previously known as ChatpataChana Patty, Roasted Chicken Strips has replaced the previously known Roasted Chicken and enhanced Tandoori Chicken Tikkaand Tandoori Tofu flavours.

The new menu boards are designed to make the complete ordering process simple, while offering guests to choose from wide variety of submarine sandwiches, wraps, salads, combos and value-offers.

Ms ShuchiMonga, Head of Marketing, Subway®South Asia commented, “It’s very important for us to delight the guests with something new and exciting on a regular basis. What we have done this time is to bring in five new and improved flavours, which we feel would excite them enough to come and try.”

Subway®India has rolled out an integrated campaign to promote its five new and improved flavours. Conceptualised by Dentsu Impact and produced by Happy Making Films, the campaign aims at highlighting the appeal and generate temptation towards the new offerings.  It is staged around a young working professional who on a regular day becomes the centre of attraction as he unwraps one of the new sandwiches(https://www.youtube.com/watch?v=9e9OSTRHBQE).

Ms AnupamaRamaswamy, National Creative Director, Dentsu Impact, states, “The younger lot is on a constant lookout to try newer things before anyone else does and thus seek attention. Learning from the same observation, the film features a young professional who makes heads turn as he unwraps one of the new Subway sandwiches, which tempts others to gravitate towards him.’’

Mr GauravKandpal, Director, Happy Making Films said, “We have kept the narrative very pacey. We have added an interesting twist to the protagonist in the end to show a transformation in his physical personality reflecting the state of his mind from people’s attention around and the sub he’s having.”

The campaign is being promoted on digital platforms such as YouTube, Facebook, Instagram, HotStar, SonyLiv and InShorts.

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