Pizza Hut has embarked upon a Rs 50-crore brand transformation campaign, including the launch of an 'enhanced dine-in' concept in the casual dining segment, a new logo and a tag-line.
"In the Indian market we have been wrongly compared and pitted against other pizza delivery chains or even quick service restaurants which are segments which Pizza Hut is not a part of. The introduction of the enhanced dine-in concept will distinctly position us in the casual dining segment and reinforce our leadership in the space," said Niren Chaudhary, managing director, Yum Restaurants India.
Built along the creative concept in sync with the tag-line, 'Stories Happen', the commercial highlights the new design elements of Pizza Hut: warmer lighting, earthy tones and mood graphics. "It promotes Pizza Hut as the eatery where people bond, forge strong friendships and share good food," added Chaudhary.
Created by J Walter Thompson and directed by Rajesh Saathi of Keroscene, the spot 'Full Punjabi' opens with a group of friends sharing a 'Punjabi' cuisine-inspired pizza. Overcome by the inviting interiors and a sumptuous pizza with local flavours, the protagonist breaks out into an old Hindi song.
Pizza Hut's brand transformation strategy of 'Enhanced Dine- In' concept is a part of a global re-imaging exercise that has already been implemented in countries such as Hong Kong and the U.K. Milind Pant, chief marketing officer, Yum! Restaurants India said, "In India, prior to implementing this new concept, the brand has carried out extensive consumer research to test the concept and customize the décor and food to appeal to local tastes while retaining an international casual dining look and feel. The new experience Pizza Hut will differentiate us from fast food and fine dining to dominate the mid-segment of casual dining".