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Domino’s romances the pizza as its takes an exotic turn

Conceptualised by Contract Advertising, the new ad focuses on the story of the pizza itself and portrays the collaboration with celeb chef Vikas Khanna

BestMediaInfo Bureau | Mumbai | August 10, 2015

Domino-TVC Click on the image to watch the TVC.

Domino’s India has extended its range of offerings with the introduction of exotic Italian pizzas, co-created with Michelin Star chef Vikas Khanna. These are evolved pizza experiences quite different from the popular Domino’s range of offerings, inspired by the home of pizza – Italy.

The campaign is in sync with the many firsts that have been incorporated in these pizzas. And as such is a departure from the typical fun-filled slice-of-life moment campaigns that are associated with Domino’s Pizza.

Conceptualised by Contract Advertising, the film instead of spinning a story around the pizza is a story of the pizza itself. It portrays the collaboration that transpired between Vikas Khanna and the Head Chef at Domino’s, Narendra Javarta.

With Khanna drawing inspiration from the streets and pizzerias of Italy and sending his notes and comments to Javarta, and the latter in turn creating, perfecting and sending his opinions on it. Their sometimes serious, sometimes light-hearted exchange culminates with the completion of the perfect Italian pizzas. And both of them finally reach an agreement, that the pizzas are truly mamma mia!

This story of co-creation unfolds first on television and then follows with print, outdoor, radio and a bevy of digital activations.

Commenting on the campaign, a Contract spokesperson said, “We have seen funny stories, warm stories, cheeky stories, basically all kind of stories around food, but rarely have we seen the story of food itself. And that was the task we chose – to romance the pizza, tell the story of its making, the way it is made.  Hopefully it will tell people that they can get these exotic Italian pizzas in minutes, but it took hours and hours to make them.”

The TVC:



Client: Jubilant FoodWorks

Brand: Domino’s Pizza

Creative agency: Contract Advertising

Creative Head: Saubhik Datta

Production House: 1st December

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