Cheil India wins mandate for GIPL, launches new CGI campaign for P.F. Chang's

Cheil India has won the mandate for Gourmet Investments (GIPL), for hatching a digital campaign to launch their new brand, P.F. Chang’s in Mumbai, India.

As per the agency, the partnership comes at a pivotal juncture where the agency is poised to grow its roster of clients through its assortment of creative, media, data, activation and retail capabilities.

GIPL leveraged CGI format for the launch of their new brand P.F. Chang’s which is in currency these days and gave it a twist. The brand revealed a 30-foot CG version of its mascot, the golden horse known as the Standing Guard as it was spotted outside the CSMT station in Mumbai and got everyone guessing about where it’s headed.

Later, in another video the answer was delivered in a quirky manner with the Standing Guard appearing once again at The One World Place, Lower Parel revealing the P.F. Chang’s restaurant.

Ramit Bharti Mittal, Executive Chairman and Director, Gourmet Investments, said, “We are excited to bring P.F. Chang’s to India and our search ended with appointing Cheil India for this campaign. We hold a curious and celebratory attitude toward food and the experience, which has allowed P.F. Chang’s to win over hearts of people not only with the distinct menu but also the soulful hospitality. We’re excited to do the same in India. We have full confidence in Cheil’s capabilities in handling the P.F. Chang’s India launch campaign and we are looking forward to this association.”

Amit Nandwani, National Creative Director, Cheil India, said, “When it came to announcing the brand’s arrival in Mumbai we wanted to cut through the clutter in the digital space. Rich CGI format seemed like a great option, but then we wanted to go beyond the usual format. So, we created a narrative using the mascot that could pique curiosity of the netizens and start conversations on social media.”  

Neeraj Bassi, Chief Growth Officer, Cheil India, said, “P.F. Chang’s is a renowned brand loved all over the world and we are excited to partner with Gourmet Investments Pvt. Ltd. for announcing their arrival in Mumbai. They are known for their unique, original taste and flavour and we wanted their India launch campaign idea to reflect the same distinctness. We are eager to create work that sets new benchmarks within the food and beverages industry. This partnership is also a first for us in the F&B category which is a dynamic space.”

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Credits:

Client: P.F. Chang’s India (Gourmet Investments)

Agency: Cheil India

COO: Sanjeev Jasani

CGO: Neeraj Bassi

NCD: Amit Nandwani

VP – Account Management: Kanika

DGM – Account Management: Arif Khan

Account Director: Puran Dev

Account Executive: Muskan

Head – Social Media: Shrey Gandhi

Social Community Manager: Juhee Udainia

Group Creative Director (Art): Jitendra Kumar Kaushik

Creative Director (Copy): Devdas R Nair

Group Head (Copy): Muhammed Tanveer Afaque

Group Head (Art): Atif Mazhar Khan

Art Director (Motion): Mohd. Swaleh

Production House: Wesualize Studios

Creative Director: P Sidhadh Binu

Character Animator: Himanshu Satishchandra

Compositor: B Sachin Pai

CG generalist: Dhruv Gulati

Project Manager: Vidur Ferdinand

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