Domino’s Pizza India Ltd is all set to toss up a non-stop media blitzkreig with a large advertising budget of Rs 20 crore. To do that Domino’s last month shifted its advertising account from Equus to Contract Advertising. More importantly, it is believed to have increased its ad budget substantially. According to company sources it intends to spend about Rs 20 crore on advertising over a period of one year. The company had spent a paltry Rs 1.5 crore on its advertising last year.
Coming off the block is a Rs 6-crore print/TV campaign—breaks this week—which announces the roll-out of Domino’s new 2003 menu: while Garlic Breadsticks and Mexican Red Wave pizza will cater to ‘international taste buds’ to tickle the local palette, it’s offering ‘Keema do Pyaaza’ and ‘Paneer do Pyaaza.’
The products are being launched across all its outlets—90 in 24 cities—following a successful soft launch in Bangalore for a month. According to sources, the new products should yield a jump of 10 to 12 per cent in Domino’s sales over a period of six months.
Apart from talking about the new products, the new campaign renews the brand’s ‘convenience’ positioning with a new tagline ‘FunChaleNonstop’. The aim is to focus on the convenience our value proposition offers in home or at workplace. Interestingly, the company has decided to retain the ‘Hungry Kya’ baseline. The Hungry Kya... campaign was developed by Grey for Domino’s which serviced the account till June 2001.
The pizza chain is also expected to launch three more campaigns during the year. Besides that, a large part of the ad budget will be spent on local store marketing initiatives as well.
Domino’s Pizza India is promoted by the Vam Organic group, which divested 26 per cent of its stake to an investment banking company, Chase Manhattan, a year ago.