Domino’s Pizza has launched an integrated campaign – #HaathBadhaoIndia #VaccineLagaoIndia – which urges Indians to get vaccinated for a better tomorrow. In the film, the brand looks to thank people who have gotten vaccinated or plan to get vaccinated, by giving Rs 400 off on the brand’s app. FCB India has conceptualised the campaign.
Sandeep Anand, chief marketing officer, Domino’s India, said, “Domino’s brand ethos lies in enjoying the friends, family and fun moments. In line with this thought, we wanted to highlight the importance of vaccination in enabling these moments. With the #Haath Badhao India #VaccineLagaoIndia campaign, we are celebrating those who have taken the first step towards a better tomorrow by getting vaccinated, as well as by inspiring others to follow suit. Our aim to encourage and enable others to come together and get vaccinated so that we can all move towards happier and safer moments of togetherness.”
Penned by lyricist Swanand Kirkire and directed by Amit Roy, the commercial showcases a montage of people displaying solidarity during the pandemic’s second wave.
Apart from TV, the campaign’s media mix includes digital, OOH and activations. The brand has collaborated with illustrators to capture the happiness of the post-Covid world through 24 illustrations.
Client: Domino's Pizza
Creative agency: FCB India
CCO: Surjo Dutt
CEO: Debarpita Banerjee
CSO: John Thangaraj
Creative team: Raman Singh, Hiya Mukherjee
Account management: Aditya Bhandari, Ketaki Bihari, Ojaswini Raheja
Planning: Mohini Verma
Agency films department: Alpa Jobalia, Mazhar Khan
Director (of the TVC): Amit Roy
Lyrics: Swanand Kirkire
Production House: Fuel Content
Digital agency: Schbang Digital Solutions
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