Domino’s Pizza India Ltd has launched their new side item ‘Calzone’, a stuffed Mexican product with select toppings and mozzarella cheese inside for a new taste experience. The company has allocated a marketing budget of Rs 4 crore for the product, which also includes a TVC.
The promotional campaign of the new product would also be supported by POS elements such as box stoppers, door hangers, translites and banners. This is for the first time that the company has come out with a TVC for a side item. The TVC has been conceptualised by Contract Advertising and is already airing on leading channels.
Ajay Kaul, CEO, Domino’s Pizza, said, “Domino’s Calzone is the result of our consistent efforts to offer innovative products to our customer, thereby creating excitement and providing more variety and new taste experience. We are confident that the new Calzone would be a welcome delight for our large and ever growing base of customers.”
The TVC shows a Bengali ‘Bhadrolok’ with the image of Victorial Memorial in the background talking about Greg Chappell and cricket. It starts with the comment that Chappell’s recruitment in the team did not guarantee India’s victory. The ad then moves on to say ‘but the new Calzone guarantees full taste’.
“Our growth in the last three months is upwards of 55 per cent and we believe with the addition of Calzone to our product range, there will be further added momentum in the business,” added Kaul.