Domino’s Pizza has rolled out a campaign for its latest offering, Lebansese Rolls. The campaign comprising three TVCs created by Contract Advertising went on air in early July.
A group of friends in a living room setting are enjoying Lebanese Rolls. They are watching a clichéd scene from an old Hindi movie (like a courtroom, operation theatre, etc.) The TV is muted and we hear funny dialogues to the action happening on screen from the group, leading to laughter all around. A voice over announces: "Domino’s yeh chatakedaar, banaye company mazedaar" (Domino’s spicy rolls make for fun times with friends).
Harneet Singh Rajpal, VP marketing, Domino’s Pizza India, said, "The new commercial by Domino’s Pizza on Lebanese Rolls completely resonates with the excitement and happiness around the spicy fun taste of the innovative product. The campaign line ‘Yeh chatakedaar, banaye company mazedaar’ communicates the message that chatakedaar moments in our life are enjoyed best with spicy Lebanese Rolls and our group of friends. Keeping in sync with the brand’s focus on relationships, the new campaign highlighting celebration of ‘spicy’ moments with friends, is a theme which will surely connect with every customer."
Pooja Malhotra, VP client servicing, Contract Advertising, explained that the idea was to show that the best moments in life can be made chatakedaar (spicy) with friends and Lebanese Rolls.
She added, "The film is made to communicate the product attributes in a fun and chatakedaar way but is still very much rooted in the brand thought of making relationships and bonds stronger, warmer and livelier."
The new campaign is also visible at Domino's outlets and on digital media.
Client: Domino’s Pizza
Creative agency: Contract Advertising
Creative team: Azazul Haque, Uddipta Borah
Account management team: Pooja Malhotra, Ashit Chakravarty
Production house: Flying Saucer
Director (film): Pushpendra Misra