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Pizza Hut goes on the overload with ‘More for less’

The ad, conceptualised by Ogilvy & Mather, highlights that the new Overloaded Big Pizza will elevate the pizza experience several notches with its taste and price point

BestMediaInfo Bureau | Mumbai | March 12, 2015

More-for-less Click on the image to watch the TVC.

Pizza Hut has come out with a new ad campaign that reiterates its commitment to providing consumers with ‘More for less’. It has unveiled its latest offering, ‘Overloaded Big Pizza’, that promises 30 per cent more toppings. The ad, conceptualised by Ogilvy & Mather, highlights the fact that the new Overloaded Big Pizza will elevate the pizza experience several notches higher as compared to the other pizza offerings available in the market with its taste and price point.

Commenting on the film, Vikash Chemong, Senior Creative Director, Ogilvy, said, “To demonstrate that Pizza Hut’s Overloaded range has 30 per cent more toppings as compared to other pizzas in the market, we used a simple device of a weighing scale to show how other pizzas measured up to us. And when it comes to the amount of toppings, we came out tops. By 30 per cent.”

The ad depicts a weighing scale with Pizza Hut’s Overloaded Big Pizza on one end and another pizza representing other pizza brands in the market on the other end. Toppings start to fall on both the pizzas simultaneously. While the toppings continue to fall on the new Overloaded Big Pizza, it stops falling on the other pizza, thereby tipping the scale on Pizza Hut’s side. The Overloaded Big Pizza outweighs the other pizza by a good margin, demonstrating the superiority of the new offering from Pizza Hut over others. This is followed by the depiction of the Veg range of ‘Overloaded Big Pizza’ – Cheese, Spice, Veggie and Paneer, and the surprise element – the terrific price proposition of just Rs 199.

Unnat Varma, General Manger, Pizza Hut India, elaborated, “Pizza Hut has always strived to offer our consumers irresistible taste with exceptional quality at great value. Our endeavour is to continuously delight our consumers, and by adding 30 per cent more toppings on their favourite pizza, the new Overloaded Big Pizza promises to do just that. The ad campaign beautifully illustrates our core proposition of ‘More for Less’. We are sure that the new Overloaded Big Pizza will overload our consumers with fun and joy as it’s an offer which will be hard to top.”

The TVC:



Agency: Ogilvy & Mather, Delhi

Senior Creative Director: Vikash Chemong

Senior Creative Director: Basab Tito Majumdar

Associate Creative Director: Pavneet Bhasin

Associate Creative Director: Anu Gulati

Creative Controller: Hardik Trivedi Senior Copywriter: Purva Ummat

President Branch Head, Ogilvy North: Kapil Arora

Vice-President: Antara Suri

Management Supervisor: Samir Gokhle

Senior Account Executive: Adi Vyas

Senior Account Executive: Pranay Bagchi

President: Neeraj Bassi

Vice-President: Anirban Roy

Director: Prashant Halbe

Production House: Lemon Tree Film Services

Director: Ishwar Singh Muchhal

Producer: Vikram Bangera

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