New Delhi, India – Advertising agency Cheil India announced it has won the mandate for Gourmet Investments Pvt. Ltd. (GIPL) to create a digital campaign to launch their new restaurant brand, P.F. Chang’s, in India.
Cheil India’s digital campaign for GIPL leveraged the CGI format to bring attention to P.F. Chang’s launch. Standing 30 feet tall, the computer-generated version of P.F. Chang’s golden horse mascot known as ‘Standing Guard’ was stationed outside of the CSMT station in Mumbai.
The Standing Guard CGI version also roamed the streets, soon stopping at its destination at The One World Place, Lower Parel, where the new P.F. Chang’s restaurant in India is located.
Cheil India’s partnership with GIPL comes as the agency continues to grow its roster of clients through its assortment of creative, media, data, activation, and retail capabilities.
Ramit Bharti Mittal, executive chairman and director at Gourmet Investments Pvt. Ltd., said, “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 towards 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.”
Meanwhile, Amit Nandwani, national creative director at 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 the curiosity of the netizens and start conversations on social media.”
Speaking on the campaign, Neeraj Bassi, chief growth officer at Cheil India, also said, “P.F. Chang’s is a renowned brand loved all over the world, and we are excited to partner with Gourmet Investments Pvt. Ltd. for announcing their arrival in Mumbai. They are known for their unique, original taste and flavour, and we wanted their India launch campaign idea to reflect the same distinctness. We are eager to create work that sets new benchmarks within the food and beverage industry. This partnership is also a first for us in the F&B category, which is a dynamic space.”
