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Pizza Hut bullish on expansion; celebrates 15 yrs

26-December-2011
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Pizza Hut bullish on expansion; celebrates 15 yrs

Remember the first time you had a pizza? Quite likely that it would have been at Pizza Hut – since they were one of the first players to bring the trend of pizzas in India. Starting its journey in 1996 from Bangalore, the brand is celebrating 15 years of its presence in India, making consumers reminisce their first experience at Pizza Hut.

The organised casual dining space stands at an estimated $2 billion in India at present and is growing at a rate of 25 per cent year-on-year. Gung ho about its growth in India and buoyed by the industry numbers, Pizza Hut plans to expand Pan Pizzas Pan-India aggressively doubling number of its stores from 131 to 250 by 2015, focusing majorly on tier2 tier3 markets while expanding in the metropolitans.

A new campaign has been launched by Pizza Hut to commemorate these 15 years in India. The television campaign comprises of two ad-films that capture the memories of Pizza Hut consumers who reminiscence about their first pizza while enjoying the irresistible pizzas today. The TVCS showcase changes that have taken place in the lives of these consumers and the unchanged taste of Pizzas at Pizza Hut. The commercials also announces launch of 15 new Indian Pan Pizzas with flavours inspired from various Indian cuisines. The campaign that begins from December 24 will continue for 10 weeks with presence on Print, OOH, Radio and Digital media and 6 weeks on television.

Talking to exchange4media on completion of 15 years of the brand in India and the milestones, Sunay Bhasin, Marketing Head, Pizza Hut India said, “From starting as a QSR to becoming the most loved affordable casual dining restaurant, the journey has been great for Pizza Hut in India. We have evolved in terms of our offerings, menu innovation and experience over these years and constantly delivered to changing tastes of Indian consumers. From 30 items in 2007, we now have 110 items on our menu. We are the category leaders and our endeavours would be to maintain that position.”

Commenting on how Pizza Hut is gearing up to the increasing competition, Sunay added, “It is true that there are many international players setting shops in India now, but that is a great thing for us. It shows that the category is growing fast. But casual dining space is still synonymous with Pizza Hut and we have continued to be voted as the most trusted food brand in this category. We are expanding rapidly now. We added 9 new stores in just last one month and plan to double our stores to 250 by 2015.”

JWT has been the creative agency for Pizza Hut for years now. The current campaign has also been created by JWT Delhi. Talking about the campaign created for 15 year celebration, Jaideep Mahajan, Vice President & Executive Creative Director, JWT Delhi, said “The campaign has a very simple thought 'a lot has changed in your lives in last 15 years but one thing that hasn't, is the taste of the pizzas'. The craving for these irresistible tasty pizzas is what brings you back to Pizza hut. Different characters narrating their experiences of 'My First Pizza' in present, charmingly shows the journey they have gone through in last 15 years. The candidness shot in the films make it very real.”

The association has been phenomenal, feels Rohit Sharma, VP & CSD, JWT Delhi who has worked on the Pizza Hut account since last four years. Talking about the new campaign and the brand story over the years, he explained “Pizza Hut in its journey over the years has witnessed a whole generation which has grown up with its great tasting pizzas. Which is why when we at JWT set out to create a communication to celebrate this momentous occasion, we chose to narrate stories which were slice of life and also about Pizzas and much more. Over the years, Pizza Hut has become a place where people come together for great meals, great conversations and where great food acts as a catalyst to inspire social connections. Our brand story has always been good times with great pizzas.”

On being asked his best memory while working on the brand, Rohit said, “Winning the most trusted food brand since last seven years has been the most memorable and most satisfying experience while working on the brand.”

 

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