Fast food restaurant chain, Subway India, has launched a outdoor campaign Subway Twogether Deal in Lucknow. Multiple hoardings popped up across Lucknow city with tongue in cheek cultural nuances which were later picked up by people on Twitter & Instagram, generating memes around the same.
Activated in Nawabo ka sheher, Lucknow, the brand engages with the youth audience through relatable content using typical local dialects such as ‘Looks like you are in ‘Luck-now’; ‘Amma yaar Lucknow!’; “hai qubool toh aaja jaana tandoor-e-ishq hai” – and dropping hints of the special offer rolled out for Lucknow specifically.
What’s fun is the brand took a city-specific, hyper-localized approach and leveraged multimedia including OOH campaigns, radio ads, Twitter campaign and social posts.