PHD's iPan pizzas become a perfect meeting point for the family's complex expectation of an evening snack
Ananya Saha | Delhi | May 9, 2012
With a simple brief – to talk about innovation in pizzas – JWT has created a 30-second ad for Pizza Hut Delivery (PHD) to communicate the product as an in-between-meals snack for families and how it can bring families together over food and bring down barriers. The TVC focuses on the new iPan Pizza introduced by PHD, the delivery brand of Pizza Hut, at a highly competitive price point of Rs 29.
The TVC begins with a teenage girl rummaging through the kitchen cabinets and refrigerator looking for something delicious to eat. The film moves on to her brother and father who are also famished but have no idea what to eat. In the meanwhile, the mother too is in a dilemma as she does not know what to make for her family as an evening snack because of her shrinking options. As soon as she loses hope a door bell comes to her rescue – she opens the door to a PHD delivery boy who delivers the iPan pizza pack of four to her. The family rejoices and comes together to enjoy their new favourite evening snack.
Speaking about the campaign, Sandeep Kataria, CMO, Yum! Restaurants India, said, “At PHD we are always trying to create new and innovative products to increase consumer options. We provide restaurant quality food at home. iPan pizzas are priced at just Rs 29, which makes it accessible to a larger audience. The pizzas are made with 100% mozzarella cheese; thus, we are not compromising on quality. We wanted to bring families closer and make them friends while enjoying a delicious snack together. We have launched the new campaign keeping in mind the hunger pangs that hit in the evening and people being confused about what to have. I am sure viewers will love the campaign as much as they would love the iPan pizza.”
“Delving deeper we unearthed a simple yet profound consumer insight – families, though they stay together, have very diverse needs for an evening snack. And with PHD's iPan pizzas we seemed to have found the perfect meeting point for the family's complex expectation of an evening snack! Here is a pizza which is not too heavy nor too light but just right for everyone in the family, from the hard-to-please teenage daughter to the ever-hungry teenage brother, or the mum who runs out of choice in offering something interesting day after day or the typical father who seeks great value,” said Rohit Sharma, VP & Client Services Director, JWT.
Shot in Mumbai, the TVC would see shorter edits of 15, 10 and five seconds. The campaign is expected to run for 4-6 weeks. “Though primarily it would be aired on TV, some special features are being planned on social media pages as well,” informed Sharma.
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