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Happy to deliver, Domino’s Pizza promotes its new Rs 35 offering

29-August-2008
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Happy to deliver, Domino’s Pizza promotes its new Rs 35 offering

Keeping the rising inflation in mind, Domino’s Pizza has introduced its pocket-friendly range of pizzas – Pizza Mania – starting at Rs 35. And to create the right buzz, it has come up with a ‘heart-warming’ TVC, which has been conceptualised by Contract Advertising. The ad highlights a new brand proposition of ‘Khushiyon Ki home delivery’. The TVC broke this week on all news and entertainment channels.

Domino’s Pizza has allotted a campaign budget of Rs 6 crore for Pizza Mania for two months. The campaign has been unveiled on all mass media, including TV, radio, and below-the-line elements such as pizza box toppers, leaflets, and in-store point-of-sale materials such as translites, banners, danglers, bike backs, dine-in menus, etc.

Dev Amritesh, Senior VP, Marketing, Domino’s Pizza India Ltd, said, “At a time when there is a lot of talk of inflation and rising prices, we believed that this is the time to show consumers that we care. We have worked hard in driving efficiencies across all areas to be able to launch this new range. What’s more, this is a not a smaller pizza range. The Pizza Mania products are all 7-inch pizzas, which is our regular size, and one pizza is sufficient for a meal for one person. These products have the same great taste and quality for which Domino’s is world famous.”

Amritesh further said, “The brief we gave to Contract was to launch this Rs 35 pizza in a manner that highlights the ‘Khushiyon ki Home delivery’ proposition and at the same time fulfills the communication role.”

Neema Namchu, Executive Creative Director, Contract Advertising Delhi, said, “Through the TVC we want to communicate the fact that here is a Domino’s Pizza that costs just Rs 35 and at the same time also create an emotional value for the brand. The strongest insights come from the lives of the consumers. In our case, it was that it doesn’t take a lot to make someone happy, it is the gesture that counts.”

The TVC, which is set in the picturesque locales of Goa, shows some children playing with an old bicycle. When the bicycle’s chain comes off, an old man fishing nearby helps them out. This chance meeting develops into a friendship over time. But one day, the old man doesn’t turn up at the designated meeting place and the kids land up at his house to enquire after him. There they find the man in bed with a fractured foot. So, to cheer him up the kids collect whatever little money they can and order a Domino’s Pizza Mania priced at just Rs 35.

Commenting on the new proposition of ‘Khushiyon ki Home Delivery’, Amritesh said, “The new positioning is a shift from the functional ‘Hungry Kya’. The new proposition has been derived from Domino’s role in a consumer’s life and the emotional benefit it offers customers. We have only articulated the emotional reason for which consumers are anyways ordering us today. We have over the years built a very strong credibility of great tasting pizzas and a differentiated consumer perception of being the delivery experts, the time had come for us to add an emotional discriminator to the Domino’s brand proposition and ‘Khushiyon ki Home Delivery’, ties everything together very nicely.”

“The message that we have tried to convey is that it doesn’t take much to make the person happy and that’s the basic insight to try and increase the frequency of consumers, which might be restricting there consumption due to perception of same pizza being priced. The target audience for this pizza is the 18-35 age group in Sec A, B metros, Tier I and II cities,” he added.

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