Pizza Hut launches new ad campaign, conceptualised by O&M Gurgaon, announcing the launch of ‘So Cheezy’, India’s cheesiest pizza
BestMediaInfo Bureau | Delhi | December 19, 2013
India’s leading affordable casual dining brand, Pizza Hut, has launched its latest campaign ‘So Cheesy’, starring Vinay Pathak and India’s cheesiest pizza ever. ‘So Cheesy’ is the ultimate cheese pizza with cheese in every bite, even the crust is loaded with cheese.
With this launch Pizza Hut capitalizes on consumer’s love for cheese and in the same stroke offers great value in premium innovation with ‘So Cheezy’ starting at just Rs 149. Perfect for the holiday season and a must for cheese-loving consumers, the indulgent new ‘So Cheezy’ pizza has been launched nationwide at all Pizza Hut restaurants and at delivery locations this month.
The new communication, conceptualised by Ogilvy & Mather, Gurgaon, is a well woven storyline that brings out the proposition of the cheesiest pizza beautifully with great casting in the matchless Vinay Pathak as the dad, the endearing performance of the cute son with his sock puppet and Pizza Hut’s hero ‘So Cheezy’. Pathak entices his upset son with the irresistible ‘So Cheesy’ with the Jalapeno flavoured cheese stuffed in the crust, creamy cheese in the middle and lots of mozzarella cheese on top and son is unable to resist the gloriously cheesy pizza. The 10-seconder is a humourous take on the product where Pathak brings alive the proposition.
Sanjiv Razdan, Brand General Manager, Pizza Hut India, said, “Pizza Hut has always had innovation and value at its core and we’re truly excited to launch the new ‘So Cheezy’ pizza. Cheese is what makes the pizza great and consumers just love more of it. Our communication brings alive the love for cheese with all the product attributes in a relatable, endearing and lighthearted way that reflects the Pizza Hut essence. The endearing yet fun ads and engaging performances by Vinay and the child will certainly tempt the viewers to try the amazingly tasty ‘So Cheezy’.”
On the thought behind the new ad campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, said, “So Cheezy is an exciting new pizza with three different kinds of cheese in it. The fact that this pizza sounds so appetising was something we felt begged to be translated on-screen. The challenge was to tell an interesting story to the consumer, a story that is relatable, fun and endearing and, at the same time, not lose out on the immense lure value of the product. So we put together the right mix of ingredients, as it were, to bring alive the story. The father, a role essayed brilliantly by the inimitable Vinay Pathak, the son you can't help but fall in love with, and a sock puppet. How do they all come together to bring alive the drool of the product? You'll have to tune in to find out.”
Agency: Ogilvy & Mather, Gurgaon
ECD: Ajay Gahlaut
Creative Team: Krishna Mani, Pulak Bisht, Kingshuk Dey, Vishnudas Kunchu
President - Branch Head, Ogilvy North: Kapil Arora
Account Management: Antara Suri, Samir Gokhale
Planning: Neeraj Bassi, Sarabpreet Bedi
Production House: Purple Vishnu Films
Director: Sainath Choudhury