Subway India delivers a cheesy winter

Rolls out an integrated campaign conceptualised by Dentsu Creative, Youngun and the in-house team

Dec 28, 2022 09:03:00 AM | Video | Campaign India Team Share - Share to Facebook

Subway India has announced the launch of a 'Cheese Pull' Sub, for which it has rolled out a series of activities.
 
Along with the master film (above) conceptualised by Dentsu Creative, the brand has worked with Youngun to create social media creatives.
 
The brand is pushing the message with light-hearted messaging across sports (the English Premier League), news (Inshorts, Times Now and CNN News18) and entertainment (Spotify, Sony Liv, Disney+ Hotstar and KBC among others).
 
 
 
 
We caught up with Shuchi Monga, VP - marketing, Subway India, to learn more about the campaign and also find out why a brand associated with healthy and clean eating is going the extra cheese way:
 
The idea behind the product and the campaign?
 
Cheese Pull is a product whose time has come. Literally. It’s winter time. There’s a cold wave in the North, nice and mild across the country and misty in Mumbai. It's the ideal time to offer folks the option to add a little bit of oozy, stretchy comfort to their warm sandwich. And as we discovered, with over half of sandwiches sold at the Subway store being upgraded to Cheese Pull, cheese is irresistible. India does like its mozzarella now as much as the cheese we all grew up on. That is what the product and campaign pulled for and it worked like a dream.
 
Subway is traditionally seen as a healthy food option. Does this influx of cheese make any difference to the brand?
 
Subway as a brand represents health. But it’s also a brand that’s keen on embracing the wider meaning of well-being of self-care. A not-so-one-dimensional and cliched approach to health. Our core sandwiches will always have fresh veggies, the option of lighter sauces etc. equally Subway wants folks to have the option and choose their meal as per their mood. And not feel judged. To pick comfort and the warm embrace of cheese when they want, and to find a post-workout protein-filled Sub when they choose.
 
How are you looking to promote it? Which media are you using?
 
We're not following a cookie-cutter plan. The Mediacom team came up with a high impact, high-on desire, full of quirky ideas to help the brand cut through, be noticed and be relevant at a time of the year when folks are in the mood to indulge and media decibels are high all around. A plan that welcomes back loyalists and adds a whole new set of folks to the Subway cult.