The fast food restaurant chain intends to finalise the AoR before the yearend. Publicis Capital is the incumbent agency
Akansha Mihir Mota | Mumbai | November 9, 2016
Subway, the fast food restaurant brand, has called a multi-agency pitch for a creative and digital partner. Sanjiv Pandey, National Marketing Manager, Subway India, confirmed the development to BestMediaInfo. Publicis Capital is the incumbent agency.
Pandey said, “We are looking at some creative partners for our creative mandate and have shortlisted a few. We are evaluating on how the chemistry fits in and how tuned they are with our brand objectives.”
Pandey also mentioned that they would prefer an agency that can provide both creative as well as digital mediums of communication. We don’t have a clear-cut date on finalising the agency on record, but we hope to close the process by the end of this year.”
Although Pandey didn’t divulge the size of the business, he mentioned that it would be a sizeable amount. He said, “It will be a sizeable business. We have 580 plus restaurants in India. I don’t want to divulge any details, but you can look at our volumes and Subway is almost a 50-year-old global brand.”
Subway entered India in 2001 with its first restaurant in New Delhi. It had hired Arms Communications as its creative partner for the first time in 2009 after the brand opened 100 restaurants. In 2011, Subway gave its creative mantle to McCann. Then in April 2013, it handed its creative duties to Publicis Capital. In August 2016, Subway also revamped its logo globally.
Mediacom is the company’s media agency on record.
Globally, Subway's campaigns are woven around eating fresh and healthy. The brand has been active in print advertising and its campaigns featuring various products on offer. The other players in the quick service restaurant segment include McDonald's, Pizza Hut and Dominos.