Following a multi-agency pitch, Subway India, the quick service restaurant (QSR) chain, has decided on its creative AOR. McCann Erickson India will handle the creative business for Subway India. The business will be based out of Delhi.
There were no official confirmations available at the time of filing the report. However, highly placed officials close to the development have confirmed the win. The incumbent agency was Arms Communication.
It may be noted that in 2009, Subway India had appointed Arms Communications as its creative partner. Recently, the chain also launched its new campaign to promote its ‘Every Day Value’ offer with Chicken Ham Sub @ Rs 50 and its recently launched Chicken Tandoori Sub. Subway has focused on a multi-media approach involving TV, print, social media and mobile marketing in order to create top-of-the-mind slotting for its restaurants.
Currently, there are 160 Subway restaurants across 25 cities in India. Of these, most are in Delhi and Mumbai, the strongest markets for the brand. Subway is also building on the number of restaurants in the Kolkata market.
Though there is no competition for the brand in the sandwich space, in the QSR space, the brand contends with fast-food services such as McDonald’s, KFC, Pizza Hut and Domino’s.