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Subway® india unveils TVC highlighting new desi flavours
MUMBAI: Subway® India has released a new TVC campaign #GetDesified to add momentum to its newly launched desi flavours.
The TVC #GetDesified is a fun invitation to food lovers to indulge inSubway’s mouth-watering desi flavours namely Mutton Keema, Chicken Seekh Masala, Soya Keema and Paneer Bhurji Masala. The TVC, laced with wit and humour, highlights the comic camaraderie between a foreign girl and an Indian boy.
In the TVC, an Indian boy sees a beautiful foreign girl, ordering her food at a Subway® restaurant using a foreign language. To impress the girl, the boy also starts conversing in the same language, the girl was speaking. Meanwhile, the sandwich artist hands-over the girl’s order of Loaded Signature Wrap in newdesi flavour.
Ms Shuchi Monga, Head of Marketing, Subway®South Asia said, “We Indians have a strong connection with the food that we’ve grown up eating. The TVC, in a humorous way, depicts how the new desi flavours can bring out the desi-ness in anyone.”
The TVC, highlighting the new flavours, shot in Subway’s new Fresh Forward design, will surely connect with audience across all age bands and will definitely inspire them to try the new menu items, added Ms Monga.
To promote their new menu-items, Subway® India has built a 360-degree marketing campaign, led by the traditional as well as the digital media where bespoke creative derived from the main TVC will be played on TV.
The TVC has been produced by Happy Making Films and the creative agency is Dentsu Creative Impact.
Mr Amit Wadhwa, President, Dentsu Creative Impact said, “Young Indians today are no longer shy about embracing and celebrating their desi-ness. So, with the introduction of desi flavours, there is a great opportunity to add a desi twist to Subway® offerings, thereby bringing it closer to consumers’ heart.”
Mr Gaurav Kandpal, Director, Happy Making Films said,“In this TVC we have used lighting and music as tools in setting up a transformation in context of the build-up and reveal. Idea is to lead the audience into the plot and then bring in the surprise element.”
The new menu items will be available for a limited period across all Subway®restaurants in India and would also be available on delivery platforms.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
