According to industry grapevine, Subway India, the quick service restaurant (QSR) chain, is on the lookout for a new creative partner. Arms Communications is the incumbent agency.
No official confirmation on the development was forthcoming at the time of filing the story. However, sources close to the situation have confirmed the pitch call and added that the pitch was based out of Delhi circuit.
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 Tandoor 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.