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Subway India enhances protein flavours’ quality & revamps menu boards
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Saturday, 14 March, 2020, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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With a view to revitalise its guest experience, Subway India has enhanced the quality of its protein flavours and revamped its menu boards across its 660-plus restaurants in India.
The quality of proteins has been enhanced to give guests an experience of a more wholesome and a flavourful meal. The improved list of proteins includes Chatpata Chana (filling), previously known as Chatpata Chana Patty.
Roasted Chicken Strips has replaced the previously-known Roasted Chicken, and enhanced the Tandoori Chicken Tikka and Tandoori Tofu flavours.
The new menu boards are designed to make the complete ordering process simple, while offering guests to choose from wide variety of submarine sandwiches, wraps, salads, combos and value-offers.
Shuchi Monga, head of marketing, Subway South Asia, commented, “It is very important for us to delight the guests with something new and exciting on a regular basis. What we have done this time is to bring in five new and improved flavours, which we feel would excite them enough to come and try.”
Subway India has rolled out an integrated campaign to promote its five new and improved flavours. Conceptualised by Dentsu Impact and produced by Happy Making Films, it aims at highlighting the appeal and generate temptation towards the new offerings. It is staged around a young working professional who, on a regular day, becomes the centre of attraction as he unwraps one of the new sandwiches.
Anupama Ramaswamy, national creative director, Dentsu Impact, stated, “The younger lot is on a constant lookout to try newer things before anyone else does and thus seek attention.”
“Learning from the same observation, the film features a young professional who makes heads turn, as he unwraps one of the new Subway sandwiches, which tempts others to gravitate towards him,’’ he added.
Gaurav Kandpal, director, Happy Making Films, said, “We have kept the narrative very pacey. We have added an interesting twist to the protagonist in the end to show a transformation in his physical personality reflecting the state of his mind from people’s attention around and the sub he is having.”
The campaign is being promoted on digital platforms such as YouTube, Facebook, Instagram, HotStar, SonyLiv and InShorts.
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