Subway: Signature Rice Bowl
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The case study on @kwms.in On Instagram ↗ (opens in a new tab)
From the campaign
At the counter: "Sir, sauce konsa chahiye?"
Gaurav Kapoor introduced it as a bit, not an ad; 40+ creators in four cities made it a regular order.
Context
Subway launched the Signature Rice Bowl to reach beyond sandwiches and drive trial among metro audiences. The goal: build familiarity, and make it feel like a natural, everyday Subway order.
What we did
- Marquee creator integration. Partnered with Gaurav Kapoor to introduce the Rice Bowl in his own stand-up style, keeping it authentic and non-advertorial.
- Multi-city food creator network. Activated food and lifestyle creators across Delhi, Bangalore, Coimbatore and Pune for regional relevance and local discovery.
- Scaled influencer rollout. Engaged 40+ creators across nano, micro and mid-tier segments, including known food voices like Tikuj, through reviews and lifestyle integrations.
- End-to-end creator management. Handled creator selection, script alignment, rollout timing and distribution for consistent execution.
The takeaway
Product launches land harder when they feel like something creators already eat, not something brands are pushing.