Conceptualised by Contract Advertising, Domino’s Pizza’s latest TVC promotes its new oven-baked Subwich
BestMediaInfo Bureau | Delhi | October 29, 2014
Domino’s Pizza has launched a campaign to promote its new offering - oven-baked Subwich. The product launch has been conceptualised by Contract Advertising with the aim of making lunch options more interesting and enjoyable. The TVC will be supported by a 360-degree marketing campaign, comprising in-store collaterals like door hangers, banners, box toppers, danglers, translites, dine-in menus, standees and more.
The oven-baked Subwich is made with chilli jalapeno, three bean patty (veg) or American herbed chicken patty, stuffed between the baked buttery crusts, with spicy smoked pepper relish and a layer of exotic bell peppers, and is priced at Rs 89. Customers have the option of buying a medium/large pizza with a Coke and getting the new Subwich (veg or chicken) for Rs 45.
The TVC shows a husband at home (off from work) calling up his wife, who is at work, to ask where the new tooth paste is. He calls her again, this time to ask if it is okay to give the laundry guy the pending Rs 5. The man is then seen cooking, albeit unsuccessfully, after which he calls his wife again to complain that he is not able to find the cylinder’s knob. Visibly disrupted by her husband’s repeated phone calls, she just asks him to wait a while. To his surprise, moments later, a Domino’s Pizza delivery guy shows up to deliver the oven-baked Subwich. The TVC ends with both the husband and wife relishing the Subwich at their respective places, and the voice-over comes on, ‘Ab Lunch Mein Khud Bhi Khaaiye, Aur Apnon Ko Bhi Khilaye.’
Harneet Singh Rajpal, Senior Vice-president, Marketing, Domino’s Pizza India, said, “Indians love their food and also love experimenting with their food, and that love has led us to come out with some great innovative products in the past. We realised our consumers’ need for something exciting and new, and our product team came up with the oven-baked Subwich, an exciting answer to monotonous, boring lunch breaks. We hope that our consumers enjoy the new offering and share their valued feedback with us.”
Speaking on the TVC, he said, “The new Subwich has been conceptualised as a refreshing offering suitable for lunch time. The new TVC aims to convey that message, while keeping intact Domino’s Pizza’s brand thought and the importance of relationships that runs across all our communication. The setting of the husband who is on a leave, trying to make lunch (unsuccessfully), while the wife in office orders a Subwich for lunch for herself and her husband, brings alive the communication tagline of ‘Ab Lunch Mein Khud Bhi Khaaiye, Aur Apnon Ko Bhi Khilaye’, establishing that the new oven-baked Subwich is always a good lunch option.”
Pooja Malhotra, Senior Vice-president, Contract Advertising, said, “The new Domino’s Subwich is unique in every respect – whether it’s the form factor, the taste experience or the fact that it’s as filling as a meal – making it an exciting and scrumptious choice for lunch. The communication attempts to highlight this aspect through an amusing slice-of-life situation between a husband and wife, where Subwich becomes the answer to the situation as well as a perfect lunch option. It’s a story that many of us might have experienced too, making it quite relatable, yet funny.”
Mayur Hola, Executive Creative Director, Contract Advertising, said, “While we look forward to the lunch break, lunch in itself is rarely a surprise. Most of the time it’s what hastily gets made in the early hours of the morning and sent in the lunch boxes or the ersatz cafeteria/canteen food. That’s where the new Subwich from Domino’s comes in, to add excitement during lunch time, be it at office or at home. So, even as a story, we had to look at an exciting take on lunch. A day where the wife is at work and the husband happens to be at home, and how the Subwich is enjoyed at both places.”
Creative Agency: Contract Advertising
NCD: Ashish Chakravarty
ECD: Mayur Hola
Creative Team: Souvik Datta, Akshat Ghildial, Ritrup Biswas &Anand Bhushan
Account Management: Pooja Malhotra, Ashit Chakravarty, Abhinav Wadhwa and Rhea Bharat Budhiraja