Cheil India has won the mandate for Gourmet Investments (GIPL), for hatching a digital campaign to launch their new brand, P.F. Chang’s in Mumbai.
As per the agency, the partnership comes at a pivotal juncture where the agency is poised to grow its roster of clients through its assortment of creative, media, data, activation and retail capabilities.
Additionally, GIPL leveraged a computed generated image (CGI) format for the launch of their new brand P.F. Chang’s which is in currency these days and gave it a twist. The brand revealed a 30 foot CG version of its mascot, the golden horse known as the standing guard as it was spotted outside the CSMT station in Mumbai and got everyone guessing about where it’s headed.
Talking about the campaign, Amit Nandwani, national creative director, Cheil India, said, “When it came to announcing the brand’s arrival in Mumbai we wanted to cut through the clutter in the digital space. Rich CGI format seemed like a great option, but then we wanted to go beyond the usual format. So, we created a narrative using the mascot that could pique curiosity of the netizens and start conversations on social media.”
Later, in another video the answer was delivered with the standing guard appearing once again at The One World Place, Lower Parel revealing the P.F. Chang’s restaurant.
“We are excited to bring P.F. Chang’s to India and our search ended with appointing Cheil India for this campaign. We hold a curious and celebratory attitude toward food and the experience, which has allowed P.F. Chang’s to win over hearts of people not only with the distinct menu but also the soulful hospitality. We’re excited to do the same in India. We have full confidence in Cheil’s capabilities in handling the P.F. Chang’s India launch campaign and we are looking forward to this association,” Ramit Bharti Mittal, executive chairman and director, Gourmet Investments, added.