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Domino’s Pizza Mania celebrates ‘Peheli Kamayi’

The TVCs, conceptualised by Contract Advertising, plays on the consumer sentiment of happiness surrounding small moments of joy such as one’s first salary

BestMediaInfo Bureau | Delhi | April 22, 2013

Domino’s Pizza has launched a new campaign for its Pizza Mania range, offering the perfect way to celebrate small moments of joy such as one's ‘pehli kamayi’ or ‘first salary’. The campaign builds on the euphoria around celebrating one's first salary with Domino's Pizza Mania priced at just Rs.44.

The campaign which is supported by two TVCs is an extension of the ‘Yeh Hai Rishton Ka Time’ brand positioning. It revolves around the theme of making small occasions in life more memorable. Aimed at connecting with young consumers, Domino’s has reintroduced the Pizza Mania range, promising to be the best finger-licking option to celebrate without worrying too much about the cost.

The TVCs have been conceptualised by Contract Advertising, and produced by Jamic Films and directed by Nikhil Rao.

Commenting on the new campaign, Harneet Singh Rajpal, VP, 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 that the first salary one earns in life, though small, is very special and memorable and one would want to do special things with it like giving party to friends and family. Our affordable Pizza Mania range can make those moments more special. We hope that this new campaign serves as a trigger to celebrate small moments of happiness and create wonderful memories for our consumers.”

Rajpal further 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 first TVC shows a dinosaur which is seen entertaining kids in an amusement park. It ends up going through a series of funny situations throughout the day that tickle the viewer. It is later revealed that the dinosaur was a young boy clad in a dinosaur costume doing his first summer job. At the end of a long and tiring day he takes his first salary, a few hundred rupees, with pride and then celebrates with his close friends by ordering Pizza Mania.”

The next film in the same series has a young girl sitting on a shikara at a tourism fair, pretending to row the boat. Her job is to act like a girl from a particular region and attract visitors to the stall. The situation gets interesting as various visitors come to get pictures clicked with her and she becomes the centre of amusement for everyone including her friends. All of this makes her day very tough but despite this one sees a look of delight on her face as she receives her first salary, a few hundred rupees, at the end of the day. She's then seen celebrating her first salary or pehli kamayi with her family by treating them with Domino’s Pizza Mania.

Commenting on 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 campaign is an ode and celebration of those little joys that make for big moments. The campaign inspires one to celebrate small moments of happiness like one’s pehli kamayi with loved ones over a box of Pizza Mania.”

The Pizza Mania campaign with the message ‘Life ki pehli kamayi chahe jitni bhi choti ho, uski party badi honi chahiye’ will also see an integrated marketing outreach encompassing traditional media, digital media and on-ground activation. There are a lot of activations planned on social media and on-ground to engage consumers. Domino’s is following a multimedia approach by using a character from the TVC to give a larger than life visibility and brand connect.

The TVCs:




Agency: Contract Advertising

Creative: Juju Basu, Azazul Haque, Uddipta Borah

Account Management: Pooja Malhotra, Ashit Chakravarty, Jatin Tyagi, Virender Bhawnani

Films Department: Sugato Roy

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