A multinational fast food restaurant, Subway has unveiled a new advertising campaign featuring the five-time World Chess Champion, Viswanathan Anand.
A multi-national American fast food chain, Subway is known for its submarine sandwiches (subs), wraps, salads and drinks. In 1965, Peter Buck and Fred DeLuca established Subway in Bridgeport, Connecticut as Pete’s Super Submarines.
This development occurred as Subway announced the introduction of ‘Hotsellers,’ a lineup of eight Subs designed to broaden the brand’s appeal in the nation. An action that will be well-received by clients in India.
The Indian chess master was frequently posting amusing posts on Twitter prior to Subway introducing its ‘Hotsellers’, which attracted the attention of numerous media outlets.
The company launched a promotion with Viswanathan Anand for the Hotsellers. Anand is shown in the movie entering a Subway restaurant. He has trouble with his order, working up a sweat as he tries to figure things out. He muses over the ingredients numerous times before deciding to leave the store because he can’t come up with the perfect combination. In order to give customers convenient access, the voiceover introduces the Hotsellers and describes how the Subs are available for ordering.
Mayur Hola, Chief Marketing Officer, Culinary Brands, said, “For the last six to seven months, we have been quiet. During that time, we have sort of changed the menu. We’ve retained stuff that people like and let go of what people don’t like. We are also opening a lot of stores across the country. It’s not just the metros, but also across the rest of India too. We’re opening or acquiring a store almost every other day. We had an issue of the traffic remaining the same for Subway in India and we want to make Subway more accessible overall. The stores take care of one bit. We know our order in the bigger cities by heart. But in a small city, where there’s not much exposure, it’s a challenge. These customers go for a quick fix and indulgence.
“Most people don’t know how to make their stuff. They randomly look to put things together (the ingredients of the Sub) and hope that things turn out to be fine. We have a perception of being a cold sandwich brand. But in India, we are raised on warm food. So we’re making a product funnel which takes care of that. We are trying to offer a quick and easy option which is made fresh and the customer doesn’t need to make it. Our chefs know our stuff and know what you’re getting.”