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Pizza Hut goes ‘Full Punjabi’ with new campaign

16-August-2008
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Pizza Hut goes ‘Full Punjabi’ with new campaign

Pizza Hut has recently introduced Full Punjabi, a new range of pizzas with toppings inspired by Punjabi cuisine. The pizza chain has now come up with a new television campaign to support this launch.

The TVC shows a group of young executives at Pizza Hut outlet for their lady boss’ farewell party. One guy has a secret crush on the boss but is hesitant to express his feelings to her. The essence of the campaign is captured by the line ‘Itne dil khol ke toppings, ki dil khul jaaye’. It brings alive the lavish spread of toppings on the Full Punjabi pizzas in keeping with the Punjabi spirit of indulgence and large heartedness and the Punjabi flavours, which make people open up and speak their heart out to each other in true Punjabi style.

The ad also carries the new tagline, ‘Stories Happen’, which captures the spirit of Pizza Hut as a place where people bond, forge strong relationships and create good memories while sharing great food. The TVC, which went on air recently, is expected to have a good recall with viewers with its humorous tone.

Commenting on the launch of the Full Punjabi range, Anup Jain, Marketing Director, Pizza Hut, said, “Pizza Hut is a global brand with an Indian heart. Through the Full Punjabi range, we offer an unbeatable combination of quintessential Indian flavours with the same great Pizza Hut taste and quality.”

He further said, “Our new TVC celebrates the Punjabi spirit and narrates a story that everyone can relate to. It truly captures the essence of our new tagline – Stories Happen.”

Pizza Hut has recently rolled out a brand transformation strategy in India. The transformation involves the launch of an ‘enhanced dine-in’ concept in the casual dining segment. This includes a new upgraded look as well as a new logo and tagline that fits with the brand’s evolution. Pizza Hut’s brand transformation strategy of ‘Enhanced Dine-In’ concept is part of a global re-imaging exercise that has already been successfully implemented in countries such as Hong Kong and the UK.

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