Subway, the sandwich restaurant also operating in the quick service restaurant (QSR) space, has decided upon Arms Communications and Alliance Advertising as its creative and media partners, respectively.
In the eight years of its existence in the country, this is the first time that a creative agency has been brought on board for the brand.
The brief to agencies was to increased brand sales by 20 per cent.
Madison Creative and Arms made it to the last round on the creative front; Madison Media and Alliance Advertising were pitching for the last round of the media business.
Though a creative agency is new in the roster, Alliance Advertising has been Subway's media partner for almost five years. Though the brand has not been very active on the advertising front as compared to other quick service restaurant (QSR) players, it has been active in print advertising through flyers and other print vehicles.
Subway flagged off its operations in the country beginning with Delhi. Today, it has approximately 145 stores across India, with the largest markets being Delhi, Mumbai, Hyderabad and Bengaluru.