Domino’s is the catalyst of camaraderie & togetherness: Kapil Grover, Domino's India
The brand’s new campaign 'Dil, Dosti, Domino’s' will have a multi-media approach, says Kapil Grover, CMO, Domino’s Pizza India
Published - Nov 9, 2019 7:44 AM Updated: Nov 11, 2019 3:53 PM
Pizza brand Domino’s has recently launched their new campaign - Dil, Dosti, Domino’s - to further strengthen their consumer engagement.
Kapil Grover, CMO, Domino’s Pizza India, spoke to exchange4media about the rationale behind the campaign, the media strategy and more.
“Domino’s has been in the industry for 20 years now and one of our key strengths is the promise of ‘30 minutes or free’ that was launched a decade ago, and was well ahead of its time. Even today, the brand continues to stay connected with emerging consumer trends. The consumer today is seeking brands that are authentic, inclusive and engaging. We started doing consumer work to understand the mindset of customers. The options that emerged were the evolution of lifestyles, use of technology and busy schedules. These factors have been weakening relationships between friends and family. So, we wanted to bring people together. When we think of sharing food, we opt to share it with near and dear ones. And pizza is the best food for sharing. We are the catalysts of camaraderie, and togetherness through this campaign. Domino’s Pizza has always been a catalyst for creating Tasty Moments of Togetherness.”
So, what’s the media mix for this campaign? “The campaign will have a multi-media approach and will leverage all media channels - including TV, digital and in-store collaterals,” Grover said. The campaign went live on November 1.
As per the Jubilant Food Works Limited’s financial statement, the company has reported a revenue growth of 12.1% and opened 40 stores all over India. “Operating revenues for Q2 FY20 stood at Rs 9,882 million, a growth of 12.1% over Q2 FY19,” the report said.
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