Quick service restaurant Subway has rolled out a television campaign for its 'Sub of the Day' offering at Rs 99. The film has been conceptualised by Publicis Capital.
It features two young women entering a Subway restaurant. One of the ladies is a little excited. She gushes that while she's getting married, she isn't sure what will follow (Kal kya hoga). As they eat their subs, her friend coolly replies that it'll be chicken ham the next day, and mexican patty the day after. When the surprised bride-to-be asks what's after that, she's told: 'Roasted chicken'. She notices that her friend is reading out from the 'Sub of the Day' offerings displayed at the restaurant and they share a laugh. A female voice over says that whatever happens in life, there'll be a 'Sub of the Day' each day at just Rs 99. The film ends as the women exit the restaurant and the getting married asks in jest if there isn't such a thing as 'Husband of the day'.
Sanjiv Pandey, marketing manager, Subway Systems India, said, “Sub of the Day is a popular value programme for our customers. It also gives them an exciting reason to visit their favourite Subway restaurant, more often. Through this television campaign, we are attempting to deliver a potentially complicated message through a cute, well-crafted story that tries to get the message across in a clear yet memorable way.”
Joy Mohanty, national creative director, Publicis Capital, added, "In our search to present the superb width of the Subway offering in a relevant and a unique way, we took a leaf out of the lives of young people, from the real-life dilemmas they are often confronted with. Done with a humorous twist, that comes with a cheeky ending, a thought that brings us back to the delight in choice.”
The TVC went on air on 7 September 2015.
Agency: Publicis Capital
NCD: Joy Mohanty
Creative team: Pranjal Bordoloi, Natwar Singh, Harish Nair
Account management: Sreekumar Balasubramanian, Rahul Sharma, Bidisha Bezbaruah
Films division: Jignesh Maru, Ganesh Iyer
Production house: Offroad Films
Director (film): Abhijit Sudhakar
Producers: Khalil Bachooali, Fahad Pathan
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