Conceptualised by Contract, the series of TVC promotes the ‘One on One’ offer on pizzas every Wednesday
Sohini Sen | Mumbai | July 29, 2013
Domino's new campaign – One on One – sets out to mark Wednesdays as the day to look forward to and celebrate with family and friends. Conceptualised by Contract Advertising, the idea behind the TVC was to make people take time out mid-week and spend time with friends and family. This gels with the brand's communication space of celebrating close relationships.
The series of TVCs shows a group of friends, colleagues or family members celebrating Wednesdays while singing the well-known Domino's tune ‘Ta nanana re, ki pizza aaye free’. The voiceover then declares that Wednesdays are now the day to celebrate as Domino's is giving one pizza free on every pizza you order.
Pooja Malhotra, VP - Client Servicing, Contract, said about the campaign, “Domino’s has decided to create Wednesday into a special pizza day property with a buy one pizza and get one pizza free offer and wanted us to weave the special property into the zone of Domino’s brand positioning of ‘Yeh hai risthon ka time’. We wanted to keep the thought simple and in the realm of relationships and bonding, hence the campaign thought of ‘Domino’s One-on-One Wednesday’.”
Malhotra further said, “At one level it signifies the offer of buy one pizza and get one pizza free and at another level it emphasises the fun of getting together with people you like and love to be with – One on One. In a series of three different films, we brought back the popular refrain ‘Ta nanana re, ki pizza aaye free’ which helped us to effortlessly bring forth this exciting offer and establish its role in giving an additional opportunity for bonding together.”
Domino's, part of Jubilant FoodWorks Limited, is the market leader in the organized pizza market with a 67 per cent market share in India (as per Euro Monitor report 2013). The brand has also recently launched a campaign to introduce 'Lebanese Rolls' in its menu.
“Domino’s Pizza has been known for coming up with new and exciting promotional offers for all its pizza lovers. The new TV commercial for One on One Wednesday offer builds up the joy and excitement of spending time and catching up with loved ones over pizzas in the middle of the week. The free pizza song ‘Ta nanana re, ki pizza aaye free’ has always been synonymous with fun, mischief and loads of happiness. The tune completely resonates to the cheerful and peppy series of three ads and the fantastic ‘Buy one pizza and get another pizza free’ offer promises to give our customers more reasons to party and eat pizza every Wednesday,” said Harneet Singh Rajpal, VP - Marketing, Domino’s Pizza India.
Credits: Agency: Contract Advertising. Creative team: Azazul Haque, Uddipta Borah, Ritrup Biswas, Gaurav Sharma, Abhinav Parshad, Dhruv Tiwari, Anushree Jain, Aishwarya Gupta, Shruti Bhatia Account Management: Pooja Malhotra, Ashit Chakravarty, Jatin Tyagi, Virender Bhawnani Producer: Daydreamer Films Director: BoscoOwn BestMediaInfo Android app for fastest updates and breaking news. Click here to download for free.