Subway hits roads for its first national outdoor campaign

Posted on 10 March 2010 by BMMBoxer

Subway India has finally unveiled its national campaign across the country. Subway has taken route to advertise through transit media to promote its Every Day Value offer with Chicken Ham Sub @ Rs 50. Arms Communications (creative partner) and Alliance Advertising (media partner) together have designed this campaign.

The TG for Subway remains the youth, primarily college graduates and working professionals, in the age group of 15-35 years. In order to extend its reach, Subway has tied up with CashUrDrive, an on-vehicle advertising company with a database of around 20,000 (pan-India) vehicles.

Sanjiv Pandey, manager, marketing, Subway said, “Since this is a national campaign where we wish to reach our TG in a big way, outdoor works well. Branded cabs provide high visibility with lower costs. Earlier, this option was not available, as there were no organized vendors in the market. We plan to use outdoor consistently with a focus on regional markets.”

Raghu Khanna, chief executive officer, CashUrDrive also added that it is of prime importance to keep the creative simple and precise. “The onlooker should be able to understand the brand message, when the vehicle is stationary or moving at a high speed. The client’s brief was to penetrate areas where traditional media cannot reach. To serve the purpose, we roped in both independent vehicle owners and radio taxis like Meru Cabs, Mega Cabs and City Cabs.”

In the coming days, the multi-media campaign for the brand which will include TV, print, social media and mobile marketing, will also go live. The ad agencies have been briefed to merge regional flavor in the national campaign to connect with and attract their respective target audience.

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