Domino’s promises affordable way to treat loved ones with ‘Pehli kamayi’

No matter how challenging the job is, we always celebrate the first income with our loved ones. Dominos Pizza is exploring the little celebrations around the first salary in its new campaign comprising of two TVCs. The commercials have been created by Contract Advertising went on air on 3 April. The campaign is an extension of the ‘Yeh hai rishton ka time’ brand positioning.

The film opens in a stall in a small trade fair. It focuses on a stall from Kashmir where a bumbling dame dressed as a Kashmiri is shown sitting on the ‘shikara’ (traditional Kashmiri boat). She looks dejected as she to tries to pull off playing a Kashmiri girl on the shikara. To add to her embarrassment the owner of the stall keeps announcing in an animated loud voice to draw attention of the visitors to this ‘beautiful young lady in beautiful shikara’. As the day goes on people visiting the stall only add to her uneasiness by clicking pictures with her and so on. The day finally comes to an end and she gets her first remuneration. A Dominos Pizza delivery guy hands over a set of pizzas to the girl who appears cheerful now. The voice over explains, “Life ki pehli kamayi chahe jitni bhi choti ho, apnon ke saath uski party badi honi chahiye. Domino’s Pizza Mania only Rs 44.” The TVC ends with the entire family relishing the pizzas and her brother imitating the stall owner’s constant announcement to which they all burst out laughing.

Talking about the ‘Pehli kamayi’ campaign, Juju Basu, executive creative director, Contract Delhi, said, “All of us have experienced the perennial joy and satisfaction of getting our first pay check. That is the emotion that we wanted to use as a concept behind the new TVCs for Domino’s Pizza. The new Dominos campaign is an ode to those little joys that make for big moments. This campaign inspires one to celebrate small moments of happiness like one’s pehli kamayi with loved ones over a box of Pizza Mania."

Harneet Singh Rajpal, vice-president, marketing, Domino’s Pizza India, said, “Our brand has always been synonymous with happiness and creating time for strengthening relationships. This new campaign is built on the consumer insight the first salary that one earns in life, though small, is very special and memorable for self and one would want to do special things with it, like giving party to friends and family. Our affordable Pizza Mania range fits in the occasions and can make those moments more special.”

On the films, Rajpal said, “Our two new commercials truly resonate with bringing alive the true excitement and enthusiasm that the ‘pehli kamayi’ brings to one’s life and what better way of celebrating than treating your near and dear ones with a Domino’s Pizza Mania. In keeping with Pizza Mania's price advantage and the brand's focus on relationships, the campaign highlights celebration with loved ones with a theme that we are sure will connect with every consumer.”

The second film in the series shows a young boy in a dinosaur costume entertaining kids in an amusement park. He ends up going through a series of funny situations throughout the day with kids harassing him, ignoring him and so on. At the end of a long and tiring day, he takes his first salary, and celebrates with his close friends by ordering Pizza Mania.

Watch the second film here:

The campaign will also explore the digital medium and will involve on ground activities.

Credits:

Client: Domino’s Pizza

Creative agency: Contract Advertising

Production House: Jamic Films

Director (film): Nikhil Rao