Leading pizza chain, Domino’s Pizza, unveiled its new campaign Dil, Dosti, Domino’s which aims to strengthen the emotional connect with the consumers by creating tasty and memorable moments of togetherness.
“Domino’s has been a progressive brand in many ways. The promise of ‘30 minutes or free’ a decade ago was well-ahead of its time. Even today, the brand continues to stay connected with emerging consumer trends. The consumers today are seeking brands that are authentic, inclusive and engaging. So whether it was about acknowledging consumer feedback and launching ‘All New Domino’s’ product improvement campaign, offering great value to consumer with the ‘Everyday Value’ campaign, offering best in class digital ordering experience on the ‘Domino’s App’ or offering variety to the consumers through exciting launches like ‘World Pizza League’, Domino’s has always attempted to stay relevant to the new age consumer,” a company statement said.
Speaking on the launch of the new campaign, Chief Marketing Officer at Domino’s Pizza India Kapil Grover said, “Today, relationships have evolved from what they were a few years ago, especially relationships between Friends and Families. Hierarchical parental relationships no longer bind families. There is a lot of mutual respect and friendship amongst kids and parents today. Similarly, with the family structures changing, friends have become your new support system and in fact an extended family for a lot of us. And if we recall these moments, good food has always been a glue for relationships, especially Domino’s Pizza being a shareable product has been at the centre of many such stories where “Friends Become Family and Families Become Friends.”
Shedding light on the storytelling, CCO at FCB Ulka Swati Bhattacharya said, “Domino’s pizza is designed to be shared for people to gather around the “magic circle”, pull at a cheesy slice and fight for the last bite. And in this very act of sharing and connecting, formality and boundaries get dissolved. Friends become like family, and family become like friends. Our campaign captures this essence of Domino’s and its role in the Indian consumer’s life.”
The campaign is live from November 1 with a multi-media approach and will leverage all media channels including TV, digital and in-store collaterals.