Domino’s Pizza expresses ‘obsession with taste’ for new Chinese Pizza TVC

Domino’s Pizza expresses ‘obsession with taste’ for new Chinese Pizza TVC

Author | Pallavi Goorha | Tuesday, Sep 04,2007 9:42 AM

Domino’s Pizza expresses ‘obsession with taste’ for new Chinese Pizza TVC

Domino’s Pizza has unveiled a new TVC for its new range of Chinese Pizza. The creative agency behind the TVC is Contract Advertising. The TVC was shot in Mumbai by Equinox films and directed by Milind Dhaimade. Contract Advertising’s Associate Creative Director Rashmi Yadav and Creative Supervisor Kapil Batra have developed the script.

The new Chinese Pizza, which was officially launched across outlets in Delhi on August 27, has four variants -- Chilly Paneer, Veg. Manchurian, Chicken Manchurian and Chilly Chicken.

According to Dev Amritesh, VP-Marketing, Domino’s Pizza, said, “The brief we gave to the agency was to build a strong tempt appeal around the Chinese Pizza, and to drive the trial for it. It’s a new and interesting pizza option. We wanted to carry forward the Domino’s brand personality of fun, light heartedness and humour.”

Bhaskar Ghosh, Associate VP, Contract Advertising, said that the brief that they got was that this is a new innovative pizza with Chinese toppings.

Describing the TVC, Ghosh explained that it is an entertaining way to express obsession with taste. Actor Arshad Warsi is shown playing the role of a Chinese emperor who wants to have Chinese food. But whenever he tried to have it, the food disappears. He tries several times, but the food disappears. He cries out as he cannot get the food. Later, when he gets to taste the new Chinese Pizza, he says, “Yeh bite China se aaya hain.”

Amritesh said, “The marketing budget for the new Domino’s Chinese Pizza is Rs 6 crore, of which Rs 4.5 crore is being spent on TV and Rs 1.5 crore on BTL. We are releasing the ad on September 4 on channels like MTV, Channel [V], HBO, Star Plus, Sony and Star One. As part of BTL activities, we are focussing on point of sale and banners, and we are circulating one crore leaflets.”

Amritesh further explained that the target audience is the SEC A family who have children, and those in the age group of 25-30. “We observed that the market is not segmented on the kind of food that a consumer has. A consumer eats all kind of food.

Our strategy was to create excitement among consumers and increase the frequency of pizza consumption,” he said.

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