Domino's 'Pizza Mania Extreme' triggers change, unites strangers

Watch the TVC conceptualised by Contract Advertising here

May 06, 2016 10:01:00 AM | Video | Campaign India Team

Domino’s has rolled out a new range of 'Pizza Mania Extremes'. A TVC conceptualised by Contract Advertising for the same is currently on air.
The film opens with a man playing the piano in a mall's atrium. A young woman on the phone struggles to hear the person on the line, and angrily signals to the pianist to stop. The man obliges and resumes just as she finishes the call. She opens a box of Domino's Pizza Mania Extreme and takes a bit. Slowly, she starts grooving to the piano. She realises that she is alone in enjoying the music as the rest are oblivious, engrossed with their phones or friends. Keeping her pizza slice aside, the woman breaks into dance moves, surprising the pianist and grabbing the attention of onlookers. She pulls in another lady with a young child to dance with her and invites others in the mall to join in. The film ends introducing the four new 'extreme' flavours of pizzas.  
S Murugan Narayanaswamy, SVP - marketing, Domino's Pizza India, explained that the new range had been created basis inputs from guests.
The film went live on social media on 29 April 2016.
Client: Domino's Pizza
Agency: Contract Advertising