Domino’s Pizza, which has been using humour as an important element in its advertising, is planning to further accentuate that by signing on actor Arshad Warsi, best known as ‘Circuit’ of ‘Munnabhai’ fame. The contract period with the actor is for a period of one year.
Ajay Kaul, CEO, Indian Subcontinent, Domino’s Pizza India Ltd, said, “We are very pleased to sign Arshad Warsi as our brand ambassador and are confident that his versatility and talent will provide a surge to Domino’s brand equity. There is a lot of synergy between Domino’s and Arshad. It will help us in further strengthening our leadership position in the home delivery segment.”
“Our target audience is the young, urban modern family in the 25-35 year age group. We needed to look at a brand ambassador who is of the same age group. We were looking for someone who can pull of humour very well and Arshad fitted the bill best,” said Dev Amritesh, Chief of Marketing, Domino’s Pizza.
The company, which is growing at 50 per cent year-on-year, has a 60 per cent share of the pizza delivery market. Domino’s has a 35 per cent market share in the organised pizza market in India and by the end of this financial year it aims to clock around 40 per cent market share.
The company has around 125 stores across India and as part of its expansion plans, it aims to add another 140 stores by the end of this financial year. An investment to the tune of Rs 50 crore will be made for building up the stores.
Currently, Domino’s stores are present in 32 cities, including Delhi, Mumbai, Bangalore, Chennai, Hyderabad, Pune and Jaipur. It proposes to get into towns like Baroda, Surat, Vizag and Nagpur soon.
Amritesh said, “Seventy per cent of our efforts will be in increasing our presence in the top 10 cities, while 30 per cent of our efforts would be in entering new towns.”
Meanwhile, Domino’s has added a new offering to its current range of products called the Cheese Burst Pizza. A marketing budget of Rs 6 crore has been allocated for the same, which constitutes television, BTL activities and local store marketing initiatives. A TVC conceptualised by Contract Advertising and directed by Gajraj Rao of Codered Films broke on November 24.