Speaking to Campaign India about the brief given by the client, Bhaskar Ghosh, vice president, account management, Contract Advertising India says, "We had to bring alive the fact that Domino’s launches home delivery of pasta in an engaging and clutter breaking manner. Since this, was a launch of a significant news and a product that was a bit of a departure from what Domino’s had been doing previously, the need to grab attention was higher this time around."
Speaking about his expectations from the campaign, Dev Amritesh, senior vice president, marketing said, "Since pasta is a totally new product and quite a departure from what we have been doing for the past so many years, we were very conscious that this advertising must be recognized as being from Domino’s and very clearly for pasta. Hence, pasta centricity was key. Also, since this was a new launch it had to be attention grabbing and interesting. The brief was to position ourselves as the people who can deliver pasta in 30 minutes and fill a major need gap that consumers have today."
Watch the TVC here:
A man is eagerly awaiting to order pasta at a restaurant, when the waiter tells him that there’s no pasta. Similarly, the commercial shows a lot of situations where the man is yearning for pasta, but something or the other comes in his way and hinders him. Finally, he realizes that Domino’s delivers their latest offering, pasta, right at its customer’s doorsteps within 30 minutes. The voiceover then highlights Domino’s tagline, ‘Khushiyon ki Home Delivery’.
"Everything that we do is linked to deliver happiness to our consumers. Great tasting food is one of the important ways and reliable delivery in 30 minutes is another. And when a food like Pasta which is otherwise not easily available and can’t be home delivered, is delivered at your doorstep the happiness only multiplies," adds Ghosh.
Speaking about the plans for the brand in the near future, Amritesh says, "'Khushiyon ki Home Delivery' is the emotional discriminator of the Domino’s brand in India. Functionally, there are pillars on which we have built our proposition with the consumer. Firstly, it is great tasting food. Secondly, it is the best in home delivery experience in 30 minutes, and thirdly, it is value for money. Emotionally, however, whenever we activate on any of these three pillars, we would always ladder upto Khushiyon Ki Home Delivery."
"In the future as well, all our marketing and customer service actions will try and build towards this dream space. We want consumers to think of us when ever they are at home and want to celebrate, have fun, have a party, treat some one special, enjoy special moments at with family and so on. Today, consumers do order us mostly in such occasions and we want to make this association far stronger and more apparent," he says.
Elaborating on the media mix that the campaign will have, Ghosh says, "TV is the main medium, radio in a few markets in the south, direct mail, and a strong BTL component that includes fliers, danglers, banners, store translites, exclusive dine in menu cards and radio in the south."
The creative team includes Ravi Deshpande, Nima Namchu and Amit Shankar. The film has been shot by Razneesh Ghai (Razy) of ViaUs Productions.