To promote its new delivery standard propositions, global pizza maker Domino’s Indian wing is soon to launch a Rs 2-crore television advertising campaign. The ad focuses on the proposition: Domino’s Pizzas delivered hot and fresh in less than 30 minutes or Free.
“India being one of the top two markets in terms of quality of operations for Domino’s Worldwide, it gives a strong foothold to launch this proposition. And, this strong positioning statement of Domino’s would re-emphasise its position as the leader in the Rs 400-crore pizza industry that is growing at the rate of about 10-12 per cent every year,” says Arvind Nair, CEO, Domino’s Pizza India.
Domino’s ad campaign has been framed as a humorous and entertaining TV commercial, featuring film star Paresh Rawal. This 30-second commercial created by Contract, would be aired across leading TV channels like Sony, Zee, STAR TV, Discovery, Cartoon Network for two months, starting this weekend. This is a major ad push for the company that lines up an annual advertising budget of Rs 6-7 crore with the major part allocated for promotions on television.
Domino’s new TV campaign assumes significance in the backdrop of the company’s expansion plans. Currently, with 90 stores across 24 cities, Domino’s is the leading pizza player in the country. And, according to Nair, as part of its expansion plan, the group will add eight to 10 new outlets this year.