Launching new pizza variants in a tough competitive environment is always challenging. Pizza Hut has taken the fun peg for its new pizza ‘Cheesy Bites’. Promoting the new launch is Lara Dutta. The essence of the campaign and the range is captured in the line ‘Twist, Pull, Pop’. The TVC is slated to break on July 1, 2009. JWT is the agency behind the campaign, while the production house is AdFilmvalas. The TVC has been directed by Kunal Kapoor.
Speaking about the new campaign, Anup Jain, Director Marketing, Yum! Restaurants India - Pizza Hut, said, “Cheesy Bites is a fun pizza and we wanted a fun campaign to promote it in India. The ad internationally has been a big hit, so we decided to give it a ‘desi twist’ with Lara, who we believe, brings a lot of energy, freshness and a fun element to the campaign. It is definitely going to be a commercial to remember.”
Rohit Ohri, Managing Partner, JWT, said, “The brief we got from Pizza Hut was that Cheesy Bites is a fantastic innovative pizza never seen before. Our task was to create buzz and excitement among consumers on the format of pizza and innovation of pizza. Lara Dutta will add further excitement to the campaign.”
Ohri further said, “The basic message behind the TVC is to introduce a new way of eating pizza – ‘Twist, Pull, Pop’.”
The TVC opens in a Pizza Hut restaurant where a teenage boy having dinner with his friends. He places an order for the new Cheesy Bites pizza. To his surprise, his server turns out to be none other than Lara Dutta, dressed in a sassy red outfit paired with red boots. This cheesy and witty TV commercial brings alive the ‘Twist, Pull, Pop’ fun element in the pizza.
Pizza Hut claims Cheesy Bites to be its biggest launch this year and it plans to support the launch with a 360-degree marketing campaign. Apart from the on-air campaign, the ‘Twist, Pull, Pop’ theme would be extended to online, on-ground and outdoor initiatives as well.
On her association with the new pizza ad, Dutta said, “The Cheesy Bites ad is totally fun, just like the pizza where you can twist, pull and pop, cheese filled bites into your mouth. I am aware of the success that the campaign got in the US and I hope it is even more successful here in India.”