Why Pizza Hut India opted for a brand refresh
Yashodhara Lal, Marketing Director, Pizza Hut India, shares insights on the strategy behind roping in digital influencer Bhuvan Bam to moving its creative account
In a total brand refresh, Pizza Hut has recently released a bold and fun campaign using internet star Bhuvan Bam - hypnotized by the delicious range of pizzas. The brand has not only leveraged for the first time a digital influencer for a television campaign, but has also recently shifted its creative duties to Creativeland Asia.
In a chat with exchange4media, Yashodhara Lal, Marketing Director, Pizza Hut India, shared the reason behind the full-throttle transitions, brand shifts and what’s in it for the pizza chain.
The national campaign was released across key markets in a range of languages on television and digital media, supported by a number of social and on ground digital activities. “In a complete brand refresh, the current campaign is focussed on driving dine-in growth and transactions basis the WOW Everyday Value Offer,” said Lal.
For the Pizza Hut Javenge 99 Mein Khavenge campaign, the CLA team was not given a formal written brief, as is traditionally done. “We briefed them about a brand challenge - we wanted to communicate our WOW Everyday Value offer which includes pan pizzas starting at an unmatchable price-point of Rs 99, in a fresh and interesting manner. At the same time, we wanted the focus to be not just be on the price point but also our tastiest pan pizzas, since it is our hero product, along with our signature dine-in experience, which is our legacy,” remarked Lal.
She also revealed that the campaign has gone live across multiple mediums with 70 per cent investment in television, 20 per cent on digital platforms and 10 per cent on in-store and hyperlocal mediums. “The campaign is an HSM plus regional mix of channels for the brand’s priority markets and we are covering all key genres like GEC, Music, Movies and News,” Lal further said.
Stressing on the rationale behind the brand refresh, she explained, “Pizza Hut has always been the most loved and trusted pizza brand and our consumers over the years have called out our tastiest pan pizzas, time and again. With this campaign, we wanted to bring out all its USPs in a bolder, quirkier, catchier manner that would resonate with our youthful audience. When we heard the catchy tune and saw the rather entertaining dance-step, we just knew that we had to do this.”
Lal believes that quick service restaurants currently occupy a big chunk of organized restaurant market in India and is expected to grow exponentially in the coming year with the influx of players in the market, increasing prevalence of e-commerce and rapidly evolving consumption patterns. She, however, warns, “While the sentiment in this booming market is a positive one, it will also require brands to evolve themselves and innovate in order to resonate with consumers. As far as pizzas are concerned, pizzahut.co.in has always been one of the most loved and trusted brands and delighting our consumers is central to our marketing strategy,” she asserted while signing off.
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