Oven Story says no to average pizza in first ad campaign

Oven Story Pizza, a home-grown pizza brand in India, has launched its first national ad campaign. The films take us through a punny journey of how people are moving away from ordinary pizza brands and looking for newer innovations in terms of taste and variety.

It was crafted by Publicis India, which was tasked with the mandate to launch the campaign after a multi-agency pitch. With a three-ad line-up, the campaign looks to pull a fast one on pizzas with cheese that isn’t bubbly and a base that isn’t fresh.

Sagar Kochhar

Sagar Kochhar, Group Chief Marketing Officer, said, “Our focus with our first national campaign was to drive home the point that there’s pizza, and then there’s Oven Story pizza. No harm, no foul, but given our understanding of our consumers’ discerning taste buds, our campaign clearly mentions how one should move from ordinary pizza to extraordinary pizzas with Oven Story. Driven by consumer insight, the campaign is centred round the brand’s core USP and innovation -- pizzas with four incredible cheese bases.”

He added, “The pizza space in India is evolving and we wanted to bring the zing back to pizza, rather than letting it be the food-to-order when you can think of nothing else.”

The first of the ads, placed in a jail, shows the jailer ordering pizza, only to be hollered at by a VIP criminal for ordering ‘less-than-VIP’ pizza. The second ad, set in a dorm, shows students how to order pizza to celebrate placements, when things go south with one of them trying to order ‘just-another pizza’. The last of the set showcases an office scene where a team is about to celebrate a breakthrough with pizza, only to be stopped short for again going for the ‘just-another pizza’.

This is the brand’s first integrated campaign extending across digital, print, outdoor and radio.

Paritosh Srivastava

Commenting on the win and the campaign thought, Paritosh Srivastava, COO, Publicis Ambience, said, “We are delighted to partner a pizza brand that has built quite a distinction for itself as a favoured choice of consumers. Being homegrown and boasting a competitive spirit is what sets it apart from the established names in the market. Our ambition with the communication strategy was to disrupt the current dough and topping conversation seen in the category and focus our advertising story on the key ingredient that drives consumer indulgence for pizzas, the ‘cheese’ itself. More so, with Oven Story offering an assortment of cheese flavours, it not only allowed us to leverage this truth in our storytelling, but also gave us an easy plank to deposition the current narrative taken on by the larger players.”

The TVCs:

Credits:

Client: Oven Story

Agency: Publicis India

COO: Paritosh Srivastava

Lead Account Management: Nikhil Kumar

Account Management: Punit Bhatt, Amar Kondekar and Shubham Kumar

Creative: Ramakrishnan Hariharan, Nishant Jethi, Avinash Jakhalekar, Prashant Nicham, Souveek Adhikari, Packiaraj R and Anant Acharya

Planning: Abhinit Agarwal, Tushar Sharma

Production House: 10 Films

Director: Ram Subramanian

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