Subway India has launched a TVC campaign, ‘Load mat le, asli loaded signature wrap le’, to create excitement about their newly launched Loaded Signature Wraps among viewers.
The TVC is a unique and playful invitation to food lovers to indulge in Loaded Signature Wraps available in multigrain and spinach tortillas, aspiring to deliver double the flavour with double the filling.
Shuchi Monga, Head of Marketing, Subway, South Asia, said, “The TVC tells the story of an unsuccessful heist, where insight of the campaign comes from the fact that today’s competitive fast-paced life leads to a lot of stress and for a while one can escape from it by indulging in a Loaded Signature Wrap.” She said the punch line, ‘Load mat le, asli loaded signature wrap le’, marries the consumer insight with the core product benefit aptly.
Subway India has built a 360-degree marketing campaign, led by traditional as well as the digital media where bespoke creative derived from the main TVC will be played on TV. It will also be featured online through YouTube and social media.
The TVC has been produced by Happy Making Films and the creative agency is Dentsu Creative Impact.
“We have tried to create a cinematic look and feel in this film so that it creates intrigue among the audience. The use of high contrast lighting, with a clever use of colour makes it stand out from any other ad film currently playing,” said Gaurav Kandpal, Director, Happy Making Films. The TVC has been shot from a digital-first consumption perspective with the clear objective of getting high viewership, added Kandpal.
In tune with the punch line for the newly launched Subway Loaded Signature Wraps ‘Load mat le, asli loaded signature wrap le’, the brand hopes the new TVC does connect with audiences across age bands and will definitely inspire them to try the new variants, which would be added as a permanent menu item across all Subway India restaurants and would also be available on delivery platforms.
Subway began its operations in India in 2001 and operates a chain of more than 650 restaurants across 70 Indian cities.
Client: Subway India
Head of Marketing, Subway, South Asia: Shuchi Monga
Creative Agency: Dentsu Creative Impact
Production House: Happy Making Films
Director, Happy Making Films: Gaurav Kandpal