Subway India has launched Chhota Sub in four flavours across its restaurants in the country. It is a four-inch submarine sandwich, available in two vegetarian variants (Hara Bhara Kebab and Corn and Peas) and two non-vegetarian variants (Chicken Slice and Egg and Cheese).
Shuchi Monga, head of marketing, Subway South Asia, said, “We are committed to deliver great value to our guests without any compromise on the quality. With the launch of Chhota Sub, we are offering four of our core sandwiches at a very lucrative price point. We are hoping to see new guests to come in and have an experience of the brand.”
The menu item is available across all Subway India restaurants only for dine-in and take-away orders at a price of Rs 85 inclusive of all taxes. The guests have an option of making a Chhota Sub Combo by paying Rs 30 extra for the beverage.
The 360-degree campaign will be led by television and digital platforms, including YouTube, social media, OTTs, gaming apps and popular audio apps. There is also a hashtag challenge which is being planned on TikTok.
Conceptualised by Dentsu Impact, the campaign intends to highlight Subway’s new and affordable entry-level offerings by appealing to value-conscious, first-time consumers around the country. The integrated campaign leads with a TVC (television commercial), which is centred around young college-going students.
Subway leads the way in the quick service restaurant (QSR) industry in terms of its product line-up which is traditionally deemed fresh and more nutritious. Subway India has been updating its look and feel in a new design for transforming its experience according to the likes and tastes of the new-age guest.