Cheil India’s new CGI campaign launches P.F. Chang’s presence in Mumbai

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Cheil India’s new CGI campaign launches P.F. Chang’s presence in Mumbai

Cheil India, one of India’s leading advertising agencies, has won the mandate for Gourmet Investments Pvt. Ltd. (GIPL), for hatching a digital campaign to launch their new brand, P.F. Chang’s in Mumbai, India. P.F. Chang’s, is a global pioneer in elevated Asian cuisine and its heritage lies in the tale of a brand that has spent three remarkable decades celebrating life, family, and the art of savouring exceptional food; spanning over 20 countries with more than 300 restaurants worldwide.


This 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.

GIPL leveraged 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.


Later, in another video the answer was delivered in a quirky manner with the Standing Guard appearing once again at The One World Place, Lower Parel revealing the P.F. Chang’s restaurant with a graceful nod.


Ramit Bharti Mittal, Executive Chairman & Director, 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 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.”

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.”

Neeraj Bassi, Chief Growth Officer, Cheil India, 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 beverages industry. This partnership is also a first for us in the F&B category which is a dynamic space.”

Client: P.F. Chang’s India (Gourmet Investments Pvt. Ltd.)
Agency: Cheil India
COO: Sanjeev Jasani
CGO: Neeraj Bassi
NCD: Amit Nandwani
VP – Account Management: Kanika
DGM – Account Management: Arif Khan
Account Director: Puran Dev
Account Executive: Muskan
Head – Social Media: Shrey Gandhi
Social Community Manager: Juhee Udainia
Group Creative Director (Art): Jitendra Kumar Kaushik
Creative Director (Copy): Devdas R Nair
Group Head (Copy): Muhammed Tanveer Afaque
Group Head (Art): Atif Mazhar Khan
Art Director (Motion): Mohd. Swaleh
Production House: Wesualize Studios
Creative Director: P Sidhadh Binu
Character Animator: Himanshu Satishchandra
Compositor: B Sachin Pai
CG generalist: Dhruv Gulati
Project Manager: Vidur Ferdinand