The new TVC, conceptualised by Publicis Capital, focuses on the variety of choices in Subway’s ‘Sub of the Day’ offer
BestMediaInfo Bureau | Mumbai | October 6, 2015
Subway has rolled out a new TVC to promote its ‘Sub of the Day’ offering priced at Rs 99. The TVC, conceptualised by Publicis Capital, highlights the fact that while it is not possible to foresee what the future holds, with Subway’s ‘Sub of the Day’ one can known in advance what’s on offer on all days of the week.
The campaign is targeted at college goers and young office executives in the 18-34 age group looking for a value meal offering. Most of them are not frequent Subway visitors, but they would like to choose a snack/meal option that gives them a change in taste and at prices that are affordable.
The brief to the agency was about exploring an opportunity for the brand to deliver a strong value message for a variety of popular subs being offered at a great price to generate trials and drive traffic.
In this TVC, the insight has been portrayed through a situation involving two young girls. One of them is about to get married. Like any ordinary person, she is anxious and apprehensive about what the future has in store for her. The two girls step into a Subway store to grab a bite during their pre-wedding shopping spree. The film starts with this casual banter between the two girls, in which the bride wonders about her next phase in life. Her free-spirited friend brings about a quirky twist to the entire conversation by introducing ‘Sub of the Day’ in the most unexpected moment. As the two girls step out of the store after lunch, the girl getting married asks, “Isn’t there a ‘Husband of the Day’?”
Commenting on the campaign, Joy Mohanty, National Creative Director, Publicis Capital, said, “For consumers, there is always a certain magic and delight in the power of choice. But that is an oft-repeated pitch in advertising. 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.”
Sanjiv Pandey, Marketing Manager, Subway, India & Sri Lanka, added here, “Sub of the day is a very popular value programme for our customers. Apart from offering a value for money proposition, it also enables them an exciting reason to visit us more often. With this new TVC, attempt has been to deliver a potentially complicated message with a cute, well-crafted story that gets the point across clearly and memorably.”
Creative agency: Publicis Capital
Creative Team: Pranjal Bordoloi, Natwar Singh, Harish Nair
Account Management: Sreekumar Balasubramanian, Rahul Sharma, Bidisha Bezbaruah
Films Division: Jignesh Maru, Ganesh Iyer
Production: Offroad Films
Director: Abhijit Sudhakar
Producers: Khalil Bachooali, Fahad Pathan