After the launch of its new brand proposition “Yeh hai Rishton Ka Time”, Domino’s has launched Cheesy Boloroni, a pizza packed with layers of cheese and macaroni pasta.
The TVC, created by Contract Advertising, shows a young couple in Goa about to leave their hotel room, to explore the destination. The lady suggests that they have some pizza before venturing out and they end up munching on the Cheesy Boloroni pizza - from which the girl drops some macaroni on her T-shirt. She coyly eats it off her top and confesses to her husband that she is extremely fond of macaroni. She then opens up from there on, stating that she’s a bit tom boy-ish, has ridden a bike, has entered a boys hostel and teased guys there, and has even seen ‘those kind’ of films. The man is amused, and tells her that he’s more interested in learning more about her secret side than sight-seeing in Goa.
A voice over says of the Cheesy Boloroni pizza: ‘Iska mazaa lene main time lagega; mathlab rishton ko bolne ka aur time milega’, before the sign off ‘Yeh hai rishton ka time’.
Juju Basu, executive creative director, Contract Advertising, said, "The new Cheesy Boloroni pizza ensures people spend more time over it. And in the process, get to know each other better. It's an indulgent pizza that gives you lots of time to spend with your loved ones."
"The film was shot in Mumbai and while shooting the film, the female actor found the pizza so delicious that she just couldn't stop eating it. Even though she was asked to," shared Basu.
Agency: Contract Advertising, Gurgaon
Executive creative director: Juju Basu
Creative directors: Azazul Haque, Somenath Chakraborty
Creative team: Uddipta Borah, Deb Mallaya, Rahul, Sachi Kaul, Ata Husain, Neha Bhargava
Client servicing: Pooja Malhotra, Ashit Chakravarty, Jatin Tyagi
Marketing team : Harneet Rajpal, Suneet Yadav
Media agency: Madison Media