Ogilvy & Mather conceptualises Pizza Hut’s new brand campaign for the Bigger Pan Pizza offering
BestMediaInfo Bureau | Delhi | August 26, 2013
Affordable casual dining brand, Pizza Hut, has launched its latest brand campaign in partnership with its new creative agency, Ogilvy & Mather. O&M has conceptualised the new TVC and campaign message with a tongue in cheek theme – ‘Size Matters’ – highlighting the new super-sized Pan Pizza which is now 23 per cent bigger. Pizza Hut with its Bigger Pan Pizza offering ‘more for same’ takes the dining experience to the next level, literally giving consumers a bigger reason to hang out with their family and friends.
The TVC which went on air on August 15, 2013, kick-started the 360 degree campaign for the Bigger Pan Pizza to reinforce Pizza Hut’s constant innovation and new products that offer customers variety, quality and value like no other brand.
The TVC shows a group of friends enjoying at Pizza Hut. A Bigger Pan Pizza is served and the boys are shocked as they had ordered a medium Pizza! The boys start fretting over the bill while the girls are enjoying the bigger pizza. Later, the boys are pleasantly surprised as they are billed for medium pizza only. Then, with a little concern, the girl asks the guy, “Bill bada…?” And the guy replies confidently, “Arre bill nahi, dil bada hona chahiye!”
Sandeep Kataria, Brand General Manager &CMO,Pizza Hut India, said, “Pizza Hut strives to give diners a great experience over delicious food. In times of rising prices and inflation we are leaving no stone unturned to cushion the effect of that on our consumers by offering the best pizza at the best value #Size matters! We now have Ogilvy & Mather on board and with their partnership we have brought alive the Bigger Pan Pizza size message in a humorous slice of life way in the TV ad which consumers will enjoy and relate to.”
On the thought behind the new TVC, Ajay Gahlaut, Executive Creative Director, O&M, said, “The new TVC idea is based on a very simple insight of consumer minds – the shock/surprise of getting more than you had wished for. It’s a perfect fit for Pizza Hut’s Pan Pizzas that have become 23 per cent bigger at the same price. The film captures and reflects the consumer reaction to the new size change. The film has a young vibe to it which is very relatable and is sure to bring a smile on everyone’s face.”
Creative Agency: Ogilvy & Mather
Creative Team: Ajay Gahlaut, Krishna Mani, Pulak Bisht, Neha Bhatia,
Account Management: Kapil Arora, Antara Suri, Parul Madaan, Dhruv Maithani
Production House: Corcoise Films